The steps asset managers can take to enabling better Intermediary Management

For any firm in the Wealth and Investment Management industry that make their services available via intermediary partners, there is an ongoing effort to drive business with a broader range of firms, and extend relationships further into existing networks.

To achieve both of these strategic aims, Wealth Management firms need to understand :

• Who are the networks/ branches and firms we work with and what relationships do we have with them?
• What advisors do we know and what level of engagement do we have with them?
• Which of them have written any business with our firm, have this been consistent over time?
• How effective are our marketing and business development activities with these entities?

Seemingly, these should be easy questions to answer. Yet many firms find themselves only able to answer them via extracts from various systems and manually compiled reports which are valid at a point in time, most likely with a degree of inaccuracy. The resulting data is often not made available to those who find it most useful, namely front office business development staff who make decisions every day on where to spend their increasingly valuable time.

When planning to put in place a system that enhances the capability to manage and report on intermediary led business, the first step is to implement a consistent way of representing the intermediary hierarchy. That in itself is not a minor task, you need a suitable platform with a data model that supports the web of internal and external relationships that your introducers and intermediaries have in the real world. With that achieved, a level of information will be required, typically descriptive fields about the nature of the business or advisor, most of which can be imported from external sources such as the FCA Register or companies specialising in providing these data sets. Additional integration may be also be considered to provide an enhanced view of financial information for a firm, showing the business written for certain funds or platforms, over time – layered onto the core data set.

This data, a commodity asset, must be an ongoing investment otherwise it becomes less accurate and valuable over time. The ability to load external data, matching against your existing databases and updating a single golden source must be considered as a core process in your data governance policy around intermediaries. Once the management of how that data is maintained is in place, there is a strong starting point for augmenting that data with the information that makes it valuable and a differentiator for your firm to gain a competitive advantage. Broadly, there are two categories of data that are specific to a firm working with Intermediaries – they are relational and behavioural.

Wealth asset manager using laptop to check data pie charts

On the relationship side, we want to understand whether or not an intermediary has done business with us or not, and how often, as well as who looks after them from an internal perspective. A key challenge with managing such a large network of contacts is one of allocation – how do we decide who owns the internal relationship when a firm or advisor is added to the system? Quite often, a simple geographical allocation model will be adopted, as post code is one of the attributes available at the point of creating a new firm or advisor.

Whilst on the face of it this model is simple to put in place, it has it’s own challenges. Advisors can often be physically based in one region, whilst working for a firm based in another, or an existing relationship with a BDM in one region means that despite physical location – that relationship must be respected when it comes to any new business opportunities with the advisor or firm. Add to this complexity, internal hires, movers and leavers and it quickly becomes an overhead to centralise, communicate and enforce who is the owner of a relationship or deal.

A configurable, rule based allocation engine should be a requirement of the business support function – allowing for overrides at a firm or advisor level to provide the flexibility of the real world. Once this can be applied to your central intermediary repository – you have up to date, accurate and allocated data – and more importantly, the views of associated information in your system such as activities, related business opportunities or portfolios can be tailored for users of the system based on this underlying allocation.

Introducing the capability to help grow the business conducted via your intermediary network involves understanding how to effectively engage with those advisors that will be recommending your services or products to their clients. Generating an awareness and interest in what you offer is very much the role of marketing, and alongside this should be a consideration of how you track the behaviour of your advisors – with consideration to the relative importance of the interactions they have with your firm. Often called ‘lead scoring’ – the concept could be central to how you derive real value from your investment in data and the systems that embed consistent processes across your front office.

Imagine the situation where Advisor A attends an event about a certain product. He might follow up by responding to a survey, and then two weeks later, request a brochure for more information. These distinct interactions should be tracked in single place, made possible by a centralised CRM system. From a user’s point of view, being able to see these interactions is of limited use. For a BDM targeted with identifying and following up on potential leads it is the ability to have the system present some insight over those interactions that is required.

For example, assuming the event, email, and brochure are related to a certain service or product, it should be possible to score the level of engagement and interest that a particular advisor and their firm has in that service, based on their behaviour. If Advisor A came to an event, viewed the email and downloaded a brochure then it may be sensible to assume he is interested in that service. This ‘product level’ interest rating can be traced across the entire set of advisors and firms in the system, automatically. The question can then be asked of a system “show me all of the advisors in my region where they have a high level of interest in product A over the past x months’ or potential leads triggered as follow up activities automatically on a user’s dashboard.

The approach to deriving insight from actions that are recorded in a system can be applied across the entire journey of an advisor engaging with your firm, from initial outbound marketing efforts through to the point of portfolio deactivation and cessation of the business relationship. At any given point in time, it offers the ability to understand the level of engagement across networks, or within particular firms – and more importantly, at a product or service level. Overtime, this forensic database of interactions, behaviours and results could be mined with a view to understanding the journey that a typical advisor might go on to becoming a loyal supporter of your business.

As the old saying goes “Rome wasn’t built in a day”, and the same applies when considering managing the Intermediary channel – the foundations of having a reliable system in place, with processes around how to capture and manage data are crucial to going onto unlocking the value it holds, and the business opportunities it presents.

Share

Dominic Snell was previously an ex-Barclays Wealth employee and has 17+ years experience in CRM Strategy, business analysis and solution implementation.

Read more insights

Building an Effective Business Case for WealthTech CLM

29 June 2022

Building an Effective Business Case for WealthTech CLM

Writing a business case for improved efficiency, profitability, and growth? Discover key insights from the Altfi webinar on 'Building an Effective Business Case for WealthTech CLM'.

5 min. read

WealthTech Matters – The Adviser: How to innovate and adapt in a time of rapid change

16 June 2022

WealthTech Matters – The Adviser: How to innovate and adapt in a time of rapid change

The recent WealthTech Matters event at The Aon Centre in London’s iconic Leadenhall Building couldn’t be more relevant for firms seeking to improve their processes, client experience and profitability through technology.

5 min. read

Risk Management in the Client Digital Lifecycle Experience: Helping to Make Sanctions Work

13 June 2022

Risk Management in the Client Digital Lifecycle Experience: Helping to Make Sanctions Work

The intent within the sanctions program has introduced for the first time the type of targeting of individuals and entities that draws on big data, relational science, and artificial intelligence.

5 min. read

Gabriel Chan

Head of Sales – APAC

An accomplished, results-driven sales and marketing professional, Gabriel has held sales and marketing leadership positions in Singapore and China at some of the world’s most successful and respected global technology enterprises.

During more than 20 years spent at IBM, Sun Microsystems and Microsoft, Gabriel developed and implemented sales and channel strategies to support strategic business objectives.

His specialism is growing and extending sales territories to grow revenues and increase market share.

Travis Morgans

Head of Consultants

Travis combines 15 years of software delivery, business modelling and leadership experience with a passion for transforming business needs into effective digital solutions. Before joining Wealth Dynamix in March 2018, Travis led Operations for Nikon – a role which incorporated CRM product ownership responsibility and initiated over 10 years of MS Dynamics experience, from 2011 to Dynamics 365​.

 Since joining the Wealth Dynamix team, Travis has been instrumental in designing and delivering some of our most strategic WDX1 projects. Leading the consulting team for WDX1, he is responsible for their recruitment and development. The team’s complex remit supports a fundamental aim – to ensure Wealth Dynamix delivers the best client experience. ​Travis is also responsible for ensuring the WDX1 product is designed and evolved in the most adaptable way possible to drive adoption across our client base, existing and future.  

Joanne Donoghue

Chief Marketing Officer

An experienced, tenacious marketer, Jo joined the Wealth Dynamix team in 2021 as Head of Marketing and quickly rose to the position of Chief Marketing Officer. A Brand and Marketing specialist with a proven track record in BRB and B2C communications, Jo combines a customer-centred approach with strategic thinking.

Having held senior Marketing positions in numerous FTSE 100 businesses, including Asda Stores Ltd, The Co-operative Retail Group, plus financial services brands MBNA, OneFamily, TransUnion, The Co-operative Group, she possesses a wealth of experience in the fields of finance and technology.

Jo is passionate about activating the Wealth Dynamix brand across every channel, taking a holistic marketing approach to drive consistency, salience and thought-leadership activity.

About – Agustin Collazo

Head of Strategic Client Relationships

Agustin joined Wealth Dynamix over six years ago bringing a wealth of experience in change management.

Having experienced first-hand the challenges of managing clients through change, Agu now brings that expertise to Wealth Management firms looking to leverage technology in order to help them connect more effectively with their clients.

Agu has a deep technical knowledge of our solutions that allows him to deliver our products effectively, unlocking the full potential of every feature.

As our Head of Strategic Client Relationships, Agu’s specialist expertise supports firms to become more efficient, transparent and dependable using our CLM solutions.

Juan Stoppa

Head of Development

Juan has over 20 years’ experience developing and implementing CRM solutions and has spent the last 10 focusing primarily on the Client Lifecycle Management (CLM) in the Wealth Management industry.

Currently Head of Development, Juan is responsible on overseeing the technical direction of the product.

Before joining Wealth Dynamix, Juan has worked for Barclays, Fujitsu and Ciber delivering large scale CRM projects in the financial services industry.

Juan has a first degree in Telecommunication Engineering from Universidad Blas Pascal and a MSc in Business Information Technology from London South Bank University.

Ben Altmira

Director of Operations & Change

An internationally experienced change management professional, Ben is responsible for overseeing projects both internally, and for clients.

In a career spanning more than 20 years in global banking, finance and management consulting, Ben has led strategy formulation, project planning, change management adoption, business networking consultation and transformational change projects at Fortis Investments, Barclays Wealth and Investment Management and Verisure Securitas Direct. Since beginning his career at Deloitte, Ben has also amassed a wealth of experience working on complex CRM system implementations, and is a PROSCI-certified Change Practitioner and a Certified Scrum Master (Scrum Alliance).

David Backx

Director of Pre-sales and Implementations

When David joined Wealth Dynamix in 2015 he brought with him a vast amount of experience delivering large-scale Microsoft Dynamics CRM projects. As a Senior Business Analyst at Royal Bank of Scotland David managed deployments with more than 2000 users, for both Business and Commercial Banking, as well as working on key AML initiatives for RBS International. In his current role at Wealth Dynamix David supports the growth and strategic direction of client implementations in Europe. Wealth Dynamix leverages David’s product expertise to shape the product roadmap and ensure that the firm delivers solutions with the right capabilities, that will be enthusiastically adopted, by all customers.

Prior to his involvement in the wealth management sector, David worked as a waste management contracts manager, working with Multi Services Kent to ensure effective waste clearance and re-use at the 2012 London Olympics.

Cedric Neuville

Director of Pre-sales and Consulting Europe

Since joining Wealth Dynamix in 2019, Cédric has worked closely with clients to ensure that the WDX and CLMi solutions are deployed efficiently and effectively.

In a career spanning more than 25 years, Cédric has become an accomplished business and global project management leader covering both technology and financial markets sectors. Having held various roles in private banking (front, middle and back office) and brokerages, in both functional and technical roles, Cédric has led many projects including client onboarding implementations and KYC reviews, regulatory compliance projects (including PSD2, MIFID2/PRIIPS, GDPR, CRS, Rubik) and digital transformation projects (online and mobile design and implementation).

Cédric has vast experience building and managing international project teams, having created three offshore teams in Tunisia and India, managed a 70-employee company as Deputy CEO and a startup Fintech founded to create smartphone apps.

Johnny Beloe

Director of Pre-Sales

As Director of Pre-Sales, Johnny is responsible for maintaining the firm’s pre-sales policies, methodologies and resourcing. He is also leads some of WDX’s largest pre-sales analysis exercises, conducted for a wider variety of financial services firms spanning multiple jurisdictions.

Continual engagement with existing and prospective clients helps to inform the WDX1 product strategy, roadmap and pricing.

Johnny has spent his whole career in financial technology in various consultancy and
pre-sales roles. His expertise covers the full stack of systems required by leading Private Banks and Wealth Managers, encompassing core banking solutions, portfolio management solutions, Client Lifecycle Management (CLM) solutions and more.

William Rouse

Commercial Director UK MEA

William’s commercial expertise in connecting technology to solve wealth management business challenges was borne out of his early career as a stockbroker, followed by a variety of Client Relationship Management and Sales roles in asset management and banking.

Having experienced first-hand the challenges of doing the job, William recognises that an unwavering focus on client service is required to build progressive and mutually beneficial partnerships in FOR the longer term. Having gained further experience working for financial technology service providers including Calastone and Contemi, he has the specialist expertise needed to identify how to leverage technology to help wealth managers connect more effectively with their clients, and become more efficient, transparent and dependable.

In addition to his role as Commercial Director at Wealth Dynamix, responsible for new business development in the UK, US and Middle East, William sits on the board of the Securities Investment Management Association (SIMA) where he is actively involved in exploring industry trends and challenges.

Dominic Snell

Chief Product Officer

An experienced and accomplished specialist in CRM technology and wealth management, Dominic is responsible for defining and leading the product roadmap for Client Lifecycle Management (CLM) solutions at Wealth Dynamix. Experienced in SaaS strategy definition, Dominic formulated the development and launch plan for the firm’s cloud-based CLMi solution.

Prior to joining Wealth Dynamix in 2014, Dominic held senior positions in both RBS and Barclays Wealth and Investment Management, where he was responsible for leading enterprise-scale CRM implementation projects.

With more than 15 years wealth management and WealthTech experience he has vast expertise and insights into best practice CRM and CLM execution.

Francois De Lescure

Chief Revenue Officer

François joined Wealth Dynamix in 2020 to grow the company’s presence in France and further extend business operations across Europe and has since been designated Chief Revenue Officer, a member of the board. 

Having closed several flagship deals for the company across Europe and Switzerland, today his role encompasses responsibility for new and existing revenues, recruiting, structuring and managing the sales team, plus owning the business forecast and reseller channels.

Previously, François served as Chief Sales and Marketing Officer, Executive Committee member and investor at DreamQuark, an Artificial Intelligence software startup. At DreamQuark, he secured the firm’s first recurring revenues with Tier-1 banks and insurance companies, won the Fintech of the Year award and enabled A and B level fundraising. Before that François spent almost 10 years at Nokia Networks, leading European Sales for Analytics Software.

François has an MBA awarded by INSEAD and an engineering degree from the École Centrale de Nantes.

Natalie Levine

Chief Operating Officer

Currently Chief Operating Officer and Board Member at Wealth Dynamix, Natalie is responsible for the strategic direction of operations across the business. A wealth and investment management industry expert, with more than 25 years experience delivering large-scale technology projects, Natalie plays a pivotal role in ensuring the efficient running of the firm and meeting key business goals.

Prior to joining Wealth Dynamix in 2019, Natalie was Head of Technology at Bridgepoint Advisers, a UK-based private equity investment firm. She joined Bridgepoint following an 18-year tenure at Quilter Cheviot, where she was Head of Technology responsible for Operations and execution of the firm’s business plan.

Brent Randall

Co-founder and CFO

A wealth and investment management industry expert, Brent has more than 25 years of experience in developing front to back software solutions that address sector-specific operational and compliance challenges.

Prior to co-founding Wealth Dynamix in 2012, he was a Director at Third Financial Software, where he drove product development.

Previously, he led business development and product strategy for the wealth management division of Financial Objects.

Brent spent 13 years at DST (now SS&C) until 2007, where he was Associate Director responsible for the global product strategy of institutional front office and wealth management solutions.

He graduated from Downing College, Cambridge, with an honours degree in Geography.

Gary Linieres

Co-founder and CEO

With a lifetime career in wealth management, beginning in front office sales more than 25 years ago, Gary is recognised as a highly successful, award-winning executive and serial entrepreneur.

Currently CEO at Wealth Dynamix, one of Europe’s fastest growing WealthTech firms which he founded in 2012, Gary has pioneered a new approach to Client Lifecycle Management (CLM) and built solutions suited to both enterprise-scale and mid-size financial institutions.

In his early career Gary excelled in a wide variety of FinTech sales management and executive roles in the UK, Switzerland and France.

Following his tenure as Managing Director at Financial Objects, which saw revenues grow by more than 300% on his watch, Gary founded and subsequently exited from Third Financial Software after it became a leading front office technology provider.

GET THE BROCHURE
Client Onboarding