Technology is continually advancing and the expectations of users— including investors— are moving forward at a rapid pace. Investors are comparing their financial technology to their social media and music streaming experiences and they expect you to understand— and predict— their needs through personalized and engaging experiences.
According to the Pew Research Center, three-quarters of Facebook users and half of Instagram users use each site daily, if not multiple times per day. However, the InvestmentNews 2017 Adviser Technology Study shows that only 4% of clients log in to their client portal once per day and 21% log in once per week.
So what makes a great client portal? And what will drive client engagement to portals more than today’s relatively low frequency of usage?
A truly customizable client experience includes a robust set of value-adding features, such as:
- Elegant Interface—User friendly graphic displays for easy, intimate viewing
- Mobile Friendly—Access to accounts where the portfolio view automatically adapts to a client’s mobile devices or desktop mobile devices anywhere
- Account Aggregation—View of all holdings, including those managed across multiple platforms
- Reporting—Real-time updates to holdings and generation of personalized reports
- “Drag and Drop” Customization—Ability to configure screen and content layout
- Document Vault—Secure area to upload and download important documents
- Notifications—Proactively communicate directly with clients about events that affect their portfolios, such as news about specific securities
Looking back to the InvestmentNews Technology study, advisor respondents cited portfolio performance reporting and account aggregation as the two most important features of a client portal. We think they are on the right track but also understand that personalization matters. So ask yourself: Does your portal feel personal to each client?
To learn more about the Investor Experience of the Black Diamond wealth platform or how the portal can be used by Advent Portfolio Exchange clients through Black Diamond Link for APX, visit blackdiamond.advent.com today.
We’re building more than a standard client portal, we’re building an experience that can help you connect with your investors and further develop meaningful, long-term relationships.