Wealthtech Roundup: Intention.ly, Docupace, Ycharts, Elements and More

Chris Latham, Managing Editor, Wealth Solutions Report

Intention.ly Launches Advisor Brand Builder, Snappy Kraken Partners With Nitrogen, Docupace Launches API Developer Portal, Lumiant Partners With Concourse, FMG Acquires MyRepChat, YCharts Launches ‘Proposals’ Enhancement, Natalie Wolfsen Becomes Orion’s New CEO And Elements Reaches 10,000 End-Client Users

In this edition of the Wealthtech Roundup, we speak with our newest Wealthtech Leader of the Month, Intention.ly CEO Kelly Waltrich, on the launch of Advisor Brand Builder (ABB), a new marketing technology platform.

Other entries this month include Snappy Kraken partnering with Nitrogen on an automated lead-generation campaign, Docupace launching an API Developer Portal, Lumiant partnering with Concourse Financial Group Securities, FMG acquiring MyRepChat, YCharts launching its ‘Proposals’ enhancement for advisor-client communications, Natalie Wolfsen becoming the new CEO of Orion Advisor Solutions and Elements reaching 10,000 end-client users.

1. Intention.ly Launches Advisor Brand Builder (ABB) Marketing Technology Platform

Intention.ly CEO Kelly Waltrich and industry branding veteran Melissa Thomas developed the new proprietary solution called Advisor Brand Builder (ABB), for which Thomas will serve as President. The pair previously led fintech rebrands at eMoney Advisor and Orion.

ABB provides a five-step process that can take less than 48 hours to complete, starting with a 20-minute interactive discovery workflow and brand asset generation engine. It is designed to help advisory firms identify their visual style preferences; customize logos, imagery, messaging and more; and apply their brand to assets such as websites and social media.

And now for our Q&A with Wealthtech Leader of the Month, Intention.ly CEO Kelly Waltrich.

WSR: Why did you decide to launch the Advisor Brand Builder (ABB) platform, and what gap does it fill in the marketplace?

Waltrich: Throughout my career, I’ve seen what the power of a strong brand can do. But as we considered the brand development options available today – in particular, for breakaway advisors, established firms looking to level up the quality and impact of their branding, and enterprise firms seeking a turnkey solution to rebrand newly acquired advisor businesses – Melissa Thomas, ABB’s co-engineer, and I realized there was a sizable gap to fill.

AI has made brand building for firms with limited resources faster and more affordable, yes. But the technology still isn’t sophisticated enough to turn the nuances of a firm’s unique story and value proposition into the differentiated, authentic language and complementary visual applications that truly bring a brand to life. That requires a distinctly human touch. The answer seemed clear to us: Find a way to leverage both. And ABB was born.

WSR: How has marketing technology in wealth management evolved over the last few years, and how do you see it evolving in the next few years?

Kelly Waltrich, CEO, Intention.ly

Waltrich: It’s impossible to talk about the evolution of marketing technology in any industry without acknowledging the overwhelming impact of AI on marketers’ ability to produce, design and publish content in a fraction of the time it used to take. Video, for example, was only a pipe dream for many wealth management firms even a year ago. Now, advisors can create their own videos in about 30 seconds with minimal effort and next to no training.

But even as content creation becomes easier, I think wealth management is going to struggle with two distinct challenges: Authenticity and regulatory requirements. Marketing technology is going to have to keep pace with both to remain impactful.

WSR: What advice would you give to advisors who want to improve their marketing technology resources, but don’t know how to start?

Waltrich: Don’t start with technology at all. Start with defining your marketing goals and working backward to identify the obstacles standing in the way of achieving them, then consider whether technology can help alleviate the roadblocks. The truth is, no marketing technology can fix a haphazard strategy or inconsistent execution, so if the problem is foundational, technology isn’t the answer.

For advisors who have a sound strategy in place, I recommend looking beyond advisor-specific technologies to the wider world of phenomenal marketing solutions available. These platforms will help you stay ahead of broader marketing trends and offer insights you might not get from technologies built exclusively for wealth management marketing. Hubspot, for example, will not only keep your digital marketing initiatives organized, but it will also surface performance data that enables you to continue optimizing your efforts.

2. Snappy Kraken Partners With Nitrogen On Automated Lead-Gen Campaign

Robert Sofia, CEO, Snappy Kraken

Marketing technology provider Snappy Kraken introduced its Nitrogen Lead Generation Campaign, which uses the Nitrogen Risk Number and Risk Assessment Questionnaire to capture leads and allow advisors to launch automated marketing campaigns that guide prospects into a portfolio comparison and proposal generation process. Snappy Kraken has integrated with Nitrogen, formerly known as Riskalyze, since 2018.

Users who are joint Nitrogen Growth Platform and Snappy Kraken automation clients subscribed to the Grow plan have access to a website widget and landing page for lead capture, an explainer video about the Risk Number for advisors’ prospects, automated campaign emails, notifications with immediate alerts for new opt-ins, social media posts, as well as AI-enabled copywriting and image creation.

“Financial advisors need prospecting tools that build trust and set them up with qualified leads,” said Snappy Kraken CEO Robert Sofia. “With Snappy Kraken capturing the leads, and Nitrogen qualifying them, we have the two most important bases covered.”

3. Docupace Launches API Developer Portal To Boost Innovations, Collaborations

Liz Pavlik, Executive Vice President – Product Management, Docupace

Digital and automated operations software provider Docupace launched its API Developer Portal. It aims to provide an intuitive and user-friendly interface that streamlines the time a developer needs to begin engaging with Docupace services – spanning authentication, discovery, access and integration processes.

The portal features an overview of Docupace’s API offerings. Documentation includes usage instructions, endpoints, parameters, authentication methods and response formats. Tutorials, widgets and examples are available to help developers start using the APIs. Developers also can create accounts, generate API keys and test their applications. In addition, developers can ask questions, share insights and exchange ideas with others in a community setting.

“We are excited to launch our Developer Portal and make it easier for developers to build innovative solutions using our APIs,” says Liz Pavlik, Executive Vice President – Product Management for Docupace. “Our goal is to provide developers with the resources they need to be successful, and we believe the Developer Portal will play a key role in achieving that goal.”

4. Lumiant, Concourse Strike Partnership For Digital Advice And Client Engagement

Blake Wood, U.S. CEO, Lumiant

Lumiant partnered with Birmingham, Alabama-based Concourse Financial Group Securities (CFGS), which made the digital advice and client engagement platform available to its approximately 450 financial professionals.

Concourse, a subsidiary of Protective Life, provides investment, financial planning, insurance and practice management services. Lumiant provides tools designed to help advisors better understand clients, track their goals and investment preferences, and collect data on clients’ financial situations. In April, Lumiant acquired Genivity, a longevity and health planning solution for advisors.

“The CFGS team knows the value of a financial professional and the value of a financial plan is the journey they embark on with their clients, once all the portfolio and planning aspects have been addressed,” said Blake Wood, Lumiant’s U.S. CEO. “We are excited to provide holistic planning solutions that address the whole person and their whole life, so CFGS financial professionals can help their clients live their best lives.”

5. FMG Acquires MyRepChat, Expanding Compliant Text Message Capabilities

Dave Christensen, Co-Founder and Chief Product & Technology Officer, FMG

San Diego, California-based FMG, a SaaS company specializing in marketing software and services for the wealth management industry, acquired MyRepChat, a client text messaging platform designed to facilitate compliant communications in the financial industry.

MyRepChat enables users to conduct text and group messaging; provides a digital assistant to automate triggered communications; and includes compliance features, scheduling options, auto-forwarding, customizable workflows and integration with major CRMs. The MyRepChat deal is FMG’s eighth acquisition in seven years relevant to the wealth management space.

“FMG has been looking at texting for a while now, and we see business texting as the next logical piece in our suite of tools that includes everything from websites to emails to social marketing,” said Dave Christensen, the company’s Co-Founder and Chief Product & Technology Officer. “Texting can be a very intimate way for advisors to communicate with their clients back and forth asynchronously, and get their message out.”

6. YCharts Launches ‘Proposals’ Enhancement For Advisor-Client Communications

Caleb Eplett, Chief Product Officer, YCharts

The investment research and client communications platform YCharts launched Proposals, an enhancement designed to help wealth management professionals build proposal narratives, share investment strategies, drive client conversations and win new business.

Users can create reports that range from short and straightforward to elaborate and bespoke, as well as highlight performance expectations, risk metrics, holdings allocations, yields and advisory fees. Compliance and home office teams can keep control over content and report templates, according to YCharts. The company also is introducing three subscription configurations for wealth management teams and different user personas.

“Included in select subscriptions is the new Proposal capability, designed to expedite the reporting process, equipping users with essential data, compelling talking points, and implementation functionalities that ensure compliance-approved reports are generated swiftly and seamlessly,” said Caleb Eplett, Chief Product Officer at YCharts.

7. Natalie Wolfsen To Take Reins As Orion’s New CEO This Month

Natalie Wolfsen, incoming CEO, Orion Advisor Solutions

Former AssetMark CEO Natalie Wolfsen is set to become the new CEO of Orion Advisor Solutions this month, succeeding Founder Eric Clarke in the role, when she also joins Orion’s Board of Directors. Wolfsen spent nine years at AssetMark and before that was Head of Marketing & Product Development at First Eagle Investment Management.

Wolfsen will speak at Orion Ascent 2024, held March 12 to March 15 at the Marriott Marquis San Diego Marina. The event will feature more than 50 educational sessions and gather nearly 2,000 of Orion’s top financial advisors, fintech providers, wealth management leaders, broker-dealers and enterprise firms.

“I’m enthusiastic about Natalie joining Orion. Natalie shares our vision for empowering financial advisors so they can serve their clients more effectively,” Clarke said. “She has my full support and I’m committed to managing a smooth transition for our clients and team members. I look forward to Natalie leading our team into the future.”

8. Elements Reaches 10,000 End-Client Users On Its Financial Assessments Platform

Reese Harper, CEO, Elements

After three years in operation, Elements, a financial assessment software designed to help financial professionals demonstrate their value and win new clients, has achieved more than 10,000 end-client users across approximately 500 advisory firms.

End-client users range in age from early adulthood to 94 years old, with 26% of them between the ages of 30 and 40. The platform gathers data on advisors’ end-clients across 12 financial metrics with the goal of generating insights on categories such as client risk levels, asset mix and uses of income. Advisors then can use the data on business development activities such as emails, referrals, webinars, workshops and social media.

“Our goal at Elements is to ensure that sound financial advice is accessible to a broad audience, and it’s truly rewarding to see that, in just three years of operation, we have been able to impact more than 10,000 lives,” said Elements CEO Reese Harper. “Whether they are retirees, individuals nearing retirement or young adults embarking on their financial journeys, cultivating a strong sense of financial well-being is essential for everyone.”

Chris Latham, Managing Editor at Wealth Solutions Report, can be reached at clatham@wealthsolutionsreport.com

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