MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication
an InvestmentWires' Publication
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|
MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication |
|
Wednesday, December 6, 2000 The Right Way to Reach Advisors on the Web How do you design a Web site that will sell your mutual funds? Make it easy to use, recommended speakers at IIR's Maximizing Mutual Fund Distribution conference in Boston on Monday and Tuesday. Indeed, developing web design and strategies to effectively reach RIAs were both extensively presented. While not everybody sees eye-to-eye on how best to approach site building, without clear navigation, one conclusion was clearly stated over and over: advisors and site users will not take advantage of even the snazziest investment tools. Steve Miyao, senior vice president of e-biz consulting firm Kasina, emphasized the importance of keeping sites competitive with the broader market, not just financial services. He agreed with presenter Paul Meehan, who heads Pioneer's user interface development team, that branding issues should infuse web design. Other presenters also brought up the internet as a potential value-added for advisors, but they also concurred that advisor relationships originate with hands-on wholesaling efforts. How do you reach RIAs and other advisors? As the old adage goes, very carefully. RIAs don't want to be wined and dined, said Richard Sincere, president of consulting firm Sincere & Company. In order to reach the RIA market, companies need to handpick targeted funds, not present a blanket line-up, and make sure that fee structures are competitive. They fiercely defend their independence and ability to make unbiased investment decisions. According to Libby Dubick, president of Dubick and Associates, CPAs are even more skittish. Both consultants agreed that these independent advisors are best reached by proactive involvement in professional organizations. AXA Rosenberg sponsored the conference in an effort to get the word out to the industry that it is expanding its mutual fund area. Printed from: MFWire.com/story.asp?s=26006 Copyright 2000, InvestmentWires, Inc. All Rights Reserved |