Page 13 - Investment Advisor February/March 2023

advisor. Even the best, most powerful ment is all about new cloud-native data elegant user interface that is intuitive and
lead generation systems can’t replace management and sharing technologies works, no matter what operational role
that human-to-human interaction at the that will provide significant benefits. By you play or how you want your client expe-
final point of sale. leveraging massive data management rience to be. That is the promise for what
Thus, advisor education programs for cloud platforms such as AWS, Microsoft an integrated digital ecosystem provided
improving advisors’ personal marketing Azure, Google Cloud and more, advisors as a service can do and is now emerging as
approaches and selling skills — while can build their own technology infra- the best answer to technology integration.
building robust profiles online and lever- structures that finally will provide that These are just a handful of the most
aging video to show up as authentic — will all-in-one, unified experience. promising developments that I believe
be in high demand to supplement advisor By creating an “integrated digital eco- will forever alter the direction of the
marketing automation technologies. system” in which advisors can expose, industry. They represent what the top
For anyone looking to provide value- just like Apple does with their App Store, minds in the industry are working on
add to their network of advisors, provid- the ability for vendors to publish their right now to remove the frictions that
ing this type of advisor education will be applications or pieces of their applica- are slowing down the full-scale adoption
invaluable to building mind-share and tions into your environment, advisory of fiduciary advice.
attracting the best and brightest advisors. firms now have a much better approach
to personalize the experience for both Timothy D. Welsh, CFP, is president, CEO
5. The puzzle of technology integration advisors and clients. and founder of Nexus Strategy, LLC, a leading
finally gets solved. These digital ecosystems are complete- consulting firm for the wealth management
Technology innovation never stops, and ly integrated and provide the flexibility industry. He can be reached at tim@nexus-
the latest iteration in wealth manage- to accomplish what advisors want in an strategy.com or on Twitter @NexusStrategy.

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FEBRUARY/MARCH 2023 INVESTMENT ADVISOR 11