Advisor 'touches' at a five-year high

On average financial services providers connect with advisors 62.8 times per month through email. On average financial services providers connect with advisors 62.8 times per month through email.

Email remains the overwhelmingly preferred method of contact among financial services companies when it comes to connecting with advisors, according to a new report.

Cogent Research, a division of Market Strategies International, discloses this finding in a summary of results from a survey of 1,700 financial advisors in the U.S.

On average, the survey reveals, financial services providers connect with advisors 62.8 times per month through email. The survey observes that providers’ use of all “touch points” is rising. Among them:

Type of communication

Average number per month

Print mailings

20.1

Webinar invitations

16.7

Internal sales phone calls

13.8

External wholesaler visits

5.4

Social media

4.2

Road shows/conference invitations

3.2

Including email, the average total number of touch points per month is 126.2, Cogent notes. This compares with the more than the 110 touches per month the company reported a year ago and the 103 touches per month reported five years ago.

“Advisors have come to expect a multifaceted approach from providers, says Meredith Rice, a senior product director at Cogent. “These ancillary, often newer mediums fortify the overall relationship between the advisor and provider.

“With thought leadership … providers face the arduous task of not only creating cutting-edge material, but also addressing the subjects advisors view as timely and informative,” she adds. “With so many providers clamoring for attention, there is an immediate need for providers to pinpoint the issues and ideas that matter most to advisors.”

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