Advisors resisting running their businesses virtually, need to get over it and get with the times, says one advisor, who specializes in servicing generation Y (those born in the 1980s to early 2000s).
“It’s such an attitude problem,” said Sophia Bera of Gen Y Planning, based out of Minnesota. “They (advisors) are going to lose clients ... if they are not accessible, if they are not relatable and if they don’t understand the world in which their clients are living.”
According to a report, Connecting with Clients, researched by Beddoes Institute for Zurich and the Association of Financial Advisers (AFA) in Australia, advisors are dropping the ball with digital and social media communications relative to client preferences, and across all generations.
“We’ve already been talking to advisors about how in 2014 more online activity will be done through a mobile device than through a traditional desktop,” said Richard Dunkerley, head of marketing for life and investments business at Zurich.
“If you’re an advisor, you need to make sure you’re visible and your online content is engaging, but also optimized for new technology. People don’t like pinching and zooming.”
Zurich’s own research revealed that less than a quarter of financial advisors have a truly optimized website, despite the fact that 60 per cent had reviewed their website in the past 12 months.
But Dunkerley suspects that even this figure is an overstatement, due to an assumption that if you can view your website on a mobile, it must be mobile optimized. (continued.)