Pershing’s broker-dealers and financial advisers now have access to Vestorly, a digital content platform designed to boost website traffic while giving advisers a snapshot of who sees the online content and when they do so.
The financial business-to-business service provider, a BNY Mellon subsidiary that serves more than 1,600 broker-dealers and financial advisers, has integrated Vestorly’s services on its NetX360 platform, and will be offering those services at a discount.
Advisers who use the services will be able to curate and customize posts from around the web for their clients and prospects to view via a separate personalized web browser.
Vestorly will be collect data from advisers‘ website, social-media interactions and emails.
“We think it will enrich the way advisers will communicate and collaborate with clients,” said Maureen Duff, managing director and global head of marketing at Pershing, adding that advisers having access to the data of their visitors will potentially provide new leads.
“There’s a lot of data about portfolio holdings, about the actual act of investing, but the missing data set is behavioral data on consumers.”
There’s a gap between the number of advisers who understand how important data analysis is for their practice and how many actually take advantage of the possibilities, said Walter Lis, a digital marketing strategist who works with financial advisers.