Advisers Should Define Their Digital Strategy

A Broadridge webinar evaluated the impacts of successful virtual advising in 2020, and explored which digital outlets financial advisers are focusing on in 2021.


When COVID-19 hit the financial services industry last March, many advisers turned to digital mediums to reach their clients and, along the way, realized the lasting impact virtual outreach could have on their clients and the future of their firms.

“We saw that this last year, some financial advisers thought about how they need to poise themselves for growth given the new rules of the game,” said Kevin Darlington, general manager of Broadridge Advisor Solutions, during a recent summit held by the firm. “We see a lot of advisers who really thrived, and, in 2021, those are the advisers who are going to be pulling away even further.”

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A recent Broadridge study of 600 financial advisers found that because of the impacts of COVID-19, more advisers believe the quality of technology, digital marketing and content marketing is more important than ever. Study findings showed growth-focused advisers are more likely to thrive than those who did not take advantage of new tech.

The second-annual study found goal-oriented advisers were two times more likely to generate clients annually. This group of advisers is also two times more likely to have a defined digital marketing strategy. “A digital marketing strategy doesn’t necessarily need to be complex. It’s having a set of concrete, measurable goals, and then measuring against those goals and optimizing,” Darlington said.

During the webinar, Bill Cates, a relationship marketing expert with Referral Coach International, underscored the importance of virtual outreach and personalized communications. “The goal is to make sure you sharpen your message, so it hits the part of their brain that is relevant to them,” he explained.

The study found most financial advisers are investing in search engine marketing, webinars, audio and short-form video content and advertising in digital media. Short-form video content, Darlington mentioned, was the top area financial advisers are looking to invest in this year, given an increase in demand among all client demographics.

Which social media channels financial advisers use will determine how long a video should be. While a video on Facebook may average two or three minutes, financial advisers can make their content as long as 10 minutes on YouTube. More recent video-sharing platforms, such as TikTok, will only give financial advisers a minute or less to explain their content.

“People’s attention spans are getting smaller, and it’s because of how fast we’re scrolling through feeds,” Darlington said.

For financial advisers who are looking to improve their digital engagement efforts, Darlington suggested they start by reviewing standard compliance recommendations, especially for those who work with small businesses. “We know small business employers are going to be challenged with how they can continuously grow their business,” he says. “In a regulated industry like wealth management, that is going to be trickier. Just like how you would, say, consult your doctor, consult your compliance department.”

Other actionable steps to improve digital marketing and outreach include defining the company’s target audience as well as organizing marketing initiatives for the year, Darlington concluded.

Abbott Lab Defense Again Succeeds in ERISA Case

The underlying lawsuit involves claims that plan fiduciaries failed to adequately protect a participant’s account, allegedly resulting in the theft of funds.

The U.S. District Court for the Northern District of Illinois, Eastern Division, has ruled once again in an Employee Retirement Income Security Act (ERISA) lawsuit involving Abbott Laboratories and the Abbott Laboratories Stock Retirement Plan.

Technically, the latest ruling grants Abbott Lab’s motion to dismiss an amended complaint that was filed in the suit after the court soundly rejected the plaintiff’s initial formulation. The original suit had been filed in April by a retired participant in the Abbott Laboratories Stock Retirement Plan, who alleged that failures in website and call center protocols resulted in $245,000 in unauthorized distributions from her account.

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Back in October, Judge Thomas M. Durkin of the U.S. District Court for the Northern District of Illinois found that the complaint’s “conclusory statements” failed to sufficiently allege that Abbott was a fiduciary. The judge determined the complaint also failed to allege that any fiduciary acts supposedly taken by Abbott linked it to the alleged theft. Durkin pointed out that while the complaint alleged that the call center and website were used to perpetuate the theft, it also indicated that both are operated by a third-party provider.

In briefly restating the background of the case, the ruling notes that, on or about December 29, 2018, an identity thief visited abbottbenefits.com, accessed the plaintiff’s retirement account (which had more than $362,500 at the time) and added direct deposit information for a SunTrust bank account. A few days later, the thief dialed the plan’s customer service phone line and claimed to be the plaintiff. The thief told the customer service representative that she tried to process a distribution online but was unsuccessful.

As the ruling recalls, the service representative responded by reading aloud a home address and asking the thief if she still lived there. The service representative then said that a new bank account—such as the SunTrust account set up a few days earlier—must be on file for seven days before money can be transferred from the retirement account. On January 8, the thief again called the plan’s customer service phone line. The representative did not ask the thief any security questions, the ruling states, opting instead to send a one-time code to the plaintiff’s on-file email address. The plaintiff has no record of receiving that email.

The thief then asked the representative to transfer $245,000 from the plaintiff’s retirement account to the SunTrust account. The representative complied. On January 9, a letter was sent via first-class mail to the plaintiff, advising her of the transfer, which arrived on January 14. She called the customer service phone line on January 15, and the representative immediately froze the plan account.

After restating that information, the ruling notes that the amended complaint seeks to paint Abbott Lab’s decision to hire the third party, Alight, as a breach of the fiduciary duties of prudence and the duty to monitor. These arguments are camped in the suggestion that Alight had been previously involved in cybersecurity incidents.

The ruling addresses the prudence and loyalty arguments separately, and the court finds that both fall flat. On the point of prudence, the court notes the 7th U.S. Circuit Court of Appeals has expressly stated that a plaintiff who brings a breach of fiduciary claim, including one based on imprudence, must “plausibly allege action that was objectively unreasonable.”

“[Plaintiff] fails to do so here,” the ruling states. “Although she claims that the Abbott defendants were imprudent for hiring Alight, the incidents referenced in her amended complaint occurred after Alight was first offered the job. Indeed, Alight was hired in 2003, and the first incident identified by [plaintiff] occurred in 2013. The court cannot infer that the Abbott defendants breached their duty of prudence by hiring Alight in 2003 based on events a decade later. To be sure, [plaintiff] also argues that the Abbott defendant breached their duty of prudence by renewing Alight’s contract in 2015. But [plaintiff’s] claim still fails, because the incidents that pre-date Alight’s rehiring do not give rise to the inference that renewing Alight’s contract was objectively unreasonable.”

The court similarly rejects the arguments based on the duty to monitor.

“The court previously dismissed the duty to monitor claim against the Abbott defendants because the conclusory allegations in [plaintiff’s] original complaint amounted to nothing more than speculation,” the ruling states. “Plaintiff’s amended complaint now contains over a dozen new allegations, and many of them are quite detailed. The problem with the new allegations, however, is that none of them speak to whether the Abbott defendants monitored (or failed to monitor) Alight’s performance vis-à-vis the Abbott Labs Stock Retirement Plan.”

The full text of the ruling is available here.

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