Broadridge Acquires Advisor Behavior Data Firm
The deal should enable asset managers to better target advisors and drive growth, Broadridge said.
Data and analytics fintech Broadridge Financial Solutions Inc. announced Thursday that it has acquired AdvisorTarget, which provides asset management and wealth management firms with data products to support digital marketing, sales and engagement programs targeting financial advisors.
Combining AdvisorTarget’s advisor insight to Broadridge’s data and analytics lineup will enable asset managers to better target advisors and drive their growth strategies, Broadridge said.
“The combined capability this acquisition creates is unique, as it pairs AdvisorTarget’s advisor behavioral data with Broadridge’s insights on asset holdings to unleash a new level of precision for asset managers, making sales efforts laser-targeted at interested buyers,” Broadridge’s data and analytics head, Dan Cwenar, said.
The more fully integrated, data-driven, digital marketing and sales offering should help Broadridge’s clients achieve sales efficiencies, improve customer experiences and enhance sales and revenue opportunities, Cwenar said.
“The ultimate end-state for asset managers distributing products through intermediaries has always been the seamless fusion of advisor intent and asset holdings,” AdvisorTarget founder and ongoing leader Duncan MacDonald-Korth said.
The deal will solve “the advisor distribution riddle” for AdvisorTarget’s clients, he added. “Together, we look forward to creating new and exciting solutions to accelerate growth for asset and wealth managers.”
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