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Friday, September 23, 2011

Advisors Embrace Mobile Access

News summary by MFWire's editors

Attention asset managers! How good is your mobile strategy? If the answer is not so good, then you might want to rethink your mobile strategy. That's because advisors are connecting the dots from their use of investment products to the quality of fund firms' online presences, according to new research by kasina.

According to Lee Kowarski, co-founder and principal of kasina, only 9.4 percent of advisors were likely to access advisor sites using mobile devices in 2010.

“But in 2011, 40.6 percent of advisors access advisor sites of asset managers and 21.5 percent of advisors are using mobile apps developed by asset managers,“ he stated.

However, only 54 percent of asset managers and insurers have a mobile strategy for financial advisors.

“Expectations for a firm’s digital footprint have expanded beyond the Web site and e-mail to include key features of social networking and mobile access,” said Kowarski.

kasina’s study was conducted in July 2011 in partnership with Horsesmouth, an online community of financial advisors, and findings are based on responses from 565 U.S. financial advisors representing 135 firms. 

Edited by: Hung Tran

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