Which mutual fund firms have the strongest Web sites for advisors, and what makes them strong? kasina answers those questions and more in a new report, the consulting firm's 13th annual study of the "Top 10 Web Sites for Financial Intermediaries": BlackRock [see profile], Fidelity [see profile] and Putnam [see profile] took the top three spots, respectively.

kasina emphasized integrated advisor sites into overall sales and marketing efforts, and using the website to better serve advisors whom traditional wholesaling isn't reaching.

"Leading firms now segment advisors based on profitability and behavior," stated Lee Kowarski, co-founder and principal of kasina. "They then use this information to fine-tune how they interact with and communicate with individual advisors online … Each page of a firm's site should convey the firm's value proposition to the advisor."

Rounding out the top ten, in sequence from fourth on down, were: John Hancock [see profile], JPMorgan [see profile], OppenheimerFunds [see profile], DWS Investments [see profile], American Funds [see profile], Vanguard [see profile] and Franklin Templeton [see profile]. 

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