October 14, 2011

BlackRock has been voted the firm with the best advisor website , according to a new study from kasina.

In its 13th annual study of the Top 10 Web Sites for Financial Intermediaries, kasina found that firms that stood out used the advisor website as an integral part of their sales and marketing efforts.

"With over 300,000 advisors in the industry, even the largest firms can only reach a small fraction of available assets with traditional wholesaling coverage," the research firm said.

“Leading firms now segment advisors based on profitability and behavior,” says kasina co-founder and principal Lee Kowarski. “They then use this information to fine-tune how they interact with and communicate with individual advisors online.”

By replicating the high-touch model online, firms can deliver targeted, personalized capabilities to a large advisor base, he added.

Kasina reviewed 45 asset management companies' intermediary websites, basing its results on availability of content, quality of content and user experience – qualities which, incidentally, should pretty much apply to websites of any industry or type.

This year, following on BlackRock's heels are Fidelity Investments, Putnam Investments and John Hancock Mutual Funds. JP Morgan Asset Management came in fourth place, followed by OppenheimerFunds, DWS Investments, American Funds, Vanguard and Franklin Templeton Investments. Now all these firms, and others who didn't make it to the top ten, need to make sure their mobile capabilities are as appealing as their websites.

Another recent kasina study showed that this year, 40.6% of advisors are accessing advisor sites of asset managers on their mobile devices. Last year, that figure stood at only 9.4%.

Melanie Rodier has worked as a print and broadcast journalist for over 10 years, covering business and finance, general news, and film trade news. Prior to joining Wall Street & Technology in ...