Page 39 - Investment Advisor September 2022

Thought Leadership

“This growth and success at getting advisors’ attention skills, so that they may advise their UHNW clients more
and their client dollars is the result of a strong, consistent confidently and effectively.”
and insightful thought leadership and marketing pro-
gram that is built to educate and empower advisors,” it New York Life Investments
explained. Innovator’s Defined Outcome ETFs “are help- Over the past three years, New York Life
ing financial advisors differentiate themselves and their Investments says it “has established itself as
practices in an era of intense competition … and general a thought leader in financial advisor prac-
industry margin compression.” tice management.” Its expansive practice
management initiative features “programming, proprietary
iSectors LLC research and educational resources to not only help finan-
The firm iSectors says it helps advisors cial advisors build better practices, but develop deeper,
grow their business and serve their cli- more valuable client relationships that can better meet the
ents, primarily by the use of the iSectors Post-MPT Allocation changing, yet specific needs of today’s investors,” according
models. “The underlying principles driving these models to the firm.
guide nearly every interaction we have with advisors and oth- The firm, for instance, has “released comprehensive pro-
ers in the industry,” it explained. gramming for advisors on subjects of women and investing,
Its approach emphasizes allocation among nine low-corre- advisor teaming and sustainable investing, culminating in
lated asset classes, an algorithm that allows the use of monthly the May 2021 launch of its new practice management plat-
changes in more than a dozen capital market and economic form — the Advisor Advancement Institute (AAI), which
factors to create and maintain optimal asset allocation, and the seeks to help address the new and evolving needs of advisors
use of technology and index-based ETFs to provide its invest- and their clients,” it explained.
ment models at a low cost, the firm added.
Peak Reps
LPL Financial The firm recently introduced “Peak’s
LPL Financial says its Comprehensive Online Marketing
Business Strategy Services effort “provides a skilled business Program. This program [focuses on] an advisor’s holistic digi-
strategist to deliver personalized, executive insight to help tal footprint, encompassing all aspects of an advisor’s online
advisors run their business more efficiently and profitably at presence, from their Facebook and LinkedIn business pages,
all stages.” Its strategists “deliver the expertise of a business to their professional website and the educational content pro-
coach and CFO, becoming an extension of the advisor’s team vided to their clients, to the campaigns and landing pages used
and contributing to real results. We help advisors identify for prospecting new clients,” the firm explained.
and implement cost-savings and revenue-generating oppor- As the Peak team was working with more advisors to help
tunities; understand key drivers to maximize their business them launch their social media marketing efforts, it found
valuation; and ensure meaningful progress in the pursuit of “that many of them were implementing a great campaign pro-
achieving business objectives.” cess and yet they didn’t have a ‘home base’ for clients to land,
The strategists are integrated with LPL systems and meaning a professional advisor website.” It then addressed
teams, and “their collective experience encompasses this need and invested in a production studio available to
CFAs, CFPs, CPAs, Certified Valuation Analysts, Certified advisors for recording training videos, podcasts and online
Treasury Professionals, former corporate finance leaders, educational sessions.
and former small business owners — all accessible to our
advisors,” it explained. PPC Loan
To help empower advisors across
Morgan Stanley the industry, PPC Loan launched an
In 2021, Morgan Stanley Family educational campaign designed to drive Next-Gen ownership
Office Resources launched the Morgan Stanley Family and promote mergers and acquisitions activity among small
Legacy and Governance (FLAG) Institute, “a virtual edu- and midsize practices, the firm says: “Through industry
cational program designed specifically for wealth planning partnerships, PPC Loan developed free comprehensive guides
professionals, in order to help such professionals address on recruiting and retaining a diverse population of Next-Gen
their ultra-high-net-worth clients’ family governance issues advisors, how to create a path to ownership for Next-Gen
and implement family governance strategies, structures and advisors, how to improve practice cash flow, and how to
processes, as part of the effort to help drive long-term suc- successfully engage in M&As.”
cess within such families,” it said. “The Institute enables The education campaign resulted in “33% more advisors
financial professionals to develop their knowledge and securing internal equity in their practice with a significant

SEPTEMBER 2022 INVESTMENT ADVISOR 35