FMG Uses OpenAI, Vestorly in New Content Engine for Advisors

(FMG was a winner of ThinkAdvisor's LUMINARIES industry recognition program in 2021, and Theder was a LUMINARIES finalist in 2022.)

"What underlies our whole technology platform is a content library and that's what advisors really value about the [FMG] platform because most advisors struggle with marketing in general and, obviously, underlying effective marketing is strong content," she said.

The new tech enables FMG to personalize content to each advisor's digital "voice print," Theder said.

"If you were to describe your writing style, [it includes] your tone, your formality, your use of emojis and/or exclamation points, contractions — all the things that make up your writing style," she explained. "We are going to be ingesting that from the advisor and able to apply it using [OpenAI] GPT to rewrite every piece of content on our platform to be in their voice. That's the long game, and that is our roadmap."

After captions, "we're going to follow up with a really quick release that lets us tune your voice" and use it to ask for specific changes, such as less or more emojis, Christensen said.

FMG is also going to "move it to email" in the third quarter, he said, explaining features will include the ability to change an email that's already been written in first-person plural as if it's coming from an overall company to first-person singular so it sounds as if it's coming directly from the advisor. That will be a big productivity win, he said.

After that, FMG will add personalization of website content, he said, explaining: "We imagine a world where you could apply this voice print across all the main pieces of content on your website, similar to how large corporate brands have a process where the brand voice is checked on any new piece of content that's written for a website, so that it all is consistent, even if it's written by different people."

Also on FMG's roadmap is a feature that it said will alert advisors if their content could be flagged by compliance departments, an ability it said will "help streamline the review process and significantly reduce the workload for compliance teams."

Feedback so far has been positive among advisors, Christensen said. Asked if any advisors expressed any fear of using AI-related tech, he said what many of them were "really scared of was having to write that caption."

(Pictured: Dave Christensen and Susan Theder)