How Blueleaf Supports Your Firm’s Evolving Value Proposition

3 MIN READ

Why is wealth management viewed as a “rapidly-changing” landscape? The term seems to have caught fire in recent years, but many advisors don’t see it. Managing money hasn’t changed all that much. What’s different?

Reflect back on how your firm did business ten or fifteen years ago. Back then, many “advisors” were commissioned sales people mainly focused on pushing product. Today most are fee-based or fee-only with many offering comprehensive wealth management and planning services.

Holistic wealth management and financial planning are in demand. Prospect pools, thanks to digital platforms and virtual meetings, have grown. Geographical boundaries not as important as they once were. Pricing, once a key differentiator, is a non-factor. Can you see the change now?

Blueleaf Helps You Roll with the Changes

In a world where all advisors are expected to offer holistic wealth management, the only way to differentiate your firm is through your client offering. Your offering is ever more digital and that means your technology is an ever more critical part of how you build a differentiated offering. Blueleaf, which was built for the rapidly evolving world we live in, can help you do this in the following ways:

·  “Always On” Access:  Clients want to go online and see their money. Banks have capitalized on that for years. The average working adult gets home after regular business hours. The Blueleaf client portal gives them 24/7 access to all their accounts and performance numbers, making the advisor’s job easier.

·  Automated Email Updates: Printed quarterly reports just don’t cut it anymore. Make a client wait three months for communication and they’ll forget you exist. Blueleaf sends more frequent automated email updates on your behalf to keep your firm top-of-mind with clients. Setting these on a weekly or monthly cycle has proven to be effective.

·  Holistic View of All Accounts: No need to log into multiple sites to see bank accounts, investment portfolios, and liabilities. The Blueleaf client portal pulls it all into one place for you, using best-in-breed data aggregation and banking-level security protocols. This approach makes your firm the central authority to clients on all things financial.

·  Client Behavioral Tracking: Asking clients to add all of their accounts to one portal is a trust-building exercise that pays off when advisors pay attention to client behavior. Blueleaf provides client insights, including email and document openings, to let you know what clients are thinking and how you can better serve their needs.

The client portal log-in page, any reports that you run, and the automated email updates are all branded with your firm name and logo, further enhancing the Blueleaf experience for your firm. We do all the work for you. Your firm reaps the rewards.

Simplicity is Value and a Brand Differentiator

When Blueleaf first entered the wealth management space, we heard stories about complexity everywhere in the business. Overtime, that complexity has gotten worse for your firm and your clients. Much of the technology in the market seemed to make the problem worse.

Simplicity has alway been a hallmark of what we delivered to our customers. We simplify customer’s business by simplifying their technology. The client portal delivers answers to clients most common questions immediately on login, updates are also automatically sent to clients so they don’t even have to login to get value from your firm and if clients have technical questions, we can answer for you, leaving you free for the important stuff.

This approach makes it easier for clients to buy into what the advisor is offering. Our sales team has a saying, “If a client has difficulty on their first login, they’ll never come back for a second visit.” Our designers and engineers have made sure that doesn’t happen.

Financial advisors want to have their finger on the pulse for their clients and not get lost in the weeds by using complex software applications. In most cases, clients do not have a degree in finance. Blueleaf breaks down financial information so they don’t need one.

When you simplify your information, you won’t have to explain it. Another popular catchword in advisor marketing is “transparency.” Your firm won’t need to promote that concept when you use Blueleaf.  Our platform is clearly transparent, no explanation necessary.

Creating an “Anxiety-Free” Client Experience

Investing and saving for retirement are emotional experiences for your clients. That’s why firms in the last century kept them in the dark. Don’t try that today. If your firm isn’t providing information to your clients, someone else will.

By combining all the features of Blueleaf, advisors can create an anxiety-free client experience. Automated emails keep them informed and also increase retention rates for the firm. Our customers stay with us because their clients love their experience with Blueleaf and our customers get all the credit.

Yes. The world is changing. That doesn’t have to be stressful, for the advisor or the client. Automation, insights, and communication enable the advisory firms on our platform to figure out where they add value and leverage that to better serve their clients.

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Kevin D. Flynn is a former Head Coach at Blueleaf, founder of AdvisorScale Financial Writing, and Managing Editor at October Golf Magazine.
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