Not providing simple and easy-to-use mobile applications promises to put a mutual fund shop on a fast track to irrelevance. So contend the consultants at kasina.

Lee Kowarski, a partner at kasina, advises that most financial advisors today are seeking mobile interaction for transactions and information flow.

"The smartest and most effective way to do that going forward is to deliver user-friendly, interactive mobile access to product information, news and commentary and client education on mobile devices. Not doing so is a fast track to irrelevance," stated Kowarski.

So which firms are now best at filling this need for simple and user-friendly mobile options the best? Kasina identifies three: Franklin Templeton Investments, Vanguard and American Century.

For most firms kasina's research hints that senior management may have yet to buy into the mobile investment. Seventy percent of mutual fund firms report having mobile strategies for wholesalers, yet only 53 percent of mutual fund firms are actually funding (and executing) those strategies.

Even fewer firms are focusing those efforts on advisors. Only 37 percent of fund shops told kasina they have advisor-focused mobile strategies in place.

Kasina's consultants say advisors are looking for: high-impact videos, infographics and other interactive elements created for delivery via mobile devices.

They also warn that fund shops must take advantage of the intelligence, flexibility and unique features built into these devices in order to maximize their wholesalers' effectiveness when preparing for, conducting and following up on client meetings.

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Company Press Release

kasina Report on Mobile Leaders in Asset Management Shows Leading Firms Provide Wholesalers with Strong Mobility, but Often Leave Advisors Behind

Franklin Templeton, Vanguard and American Century earn top rankings with high quality mobile applications and websites for advisors.

NEW YORK, June 8, 2012 – Mobile Leadership for Asset Managers and Insurers, a new research report from kasina, offers a detailed, across-the-board look at how asset management and insurance firms are presently using mobile technologies to inform and interact with their wholesalers and advisors. The report assesses firms' mobile initiatives for wholesalers, as well as the mobile sites and applications they provide to their advisors. The study reveals a decidedly mixed picture regarding firms' deployment and use of these popular and promising technologies.

The good news is that skyrocketing adoption of smartphones and tablets, and receding regulatory concerns, have helped the industry to get off the sidelines and into the mobile game. But earning senior management buy-in for this new way of doing business remains a major challenge at many firms. For example, among firms polled in the study, 70% reported having mobile strategies for wholesalers, typically focused on improving their productivity. However, only 53%of firms are actually funding (and executing) those strategies. The picture gets even cloudier on the advisor front, as only 37% of firms have advisor-focused mobile strategies in place.

"The attribute advisors value most in firms is that they are easy to do business with," said Lee Kowarski, Partner at kasina. “For most advisors today, that means mobile interaction, information flow and transactions. Asset managers and insurers must stay connected with advisors via their mobile devices and platforms. The smartest and most effective way to do that going forward is to deliver user-friendly, interactive mobile access to product information, news and commentary and client education on mobile devices. Not doing so is a fast track to irrelevance."

The report identifies the mobile options the top three firms – Franklin Templeton Investments, Vanguard and American Century – are employing to provide robust mobile sites and applications to differentiate themselves and their offerings to advisors.

The report emphasizes the importance of firms having active mobile strategies and programs for advisors. These should include high-impact videos, infographics and other interactive elements created for delivery via mobile devices. The report also underscores the need for asset managers and insurers to move past viewing mobile as just another way to store and deliver static sales and marketing collateral materials. Firms must take advantage of the intelligence, flexibility and unique features built into these devices in order to maximize their wholesalers’ effectiveness when preparing for, conducting and following up on client meetings.

About kasina
kasina's commitment to innovating distribution in the financial services industry has made it one of the most influential strategy consulting firms in its sector. kasina works with a wide variety of clients from five continents, including firms representing 90% of the total assets under management in the US. An overview of services offered by kasina is available at www.kasina.com 

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