LPL Expands CRM Offering with Redtail Technology

LPL Financial LLC has partnered with financial technology firm Redtail Technology, Inc. to revamp LPL’s customer relationship management (CRM) platform and enhance the firm’s core technology offerings.

Victor Fetter, chief information officer at LPL Financial, says many members of the firm’s adviser network have expressed interest in a more robust CRM system to keep pace with demand and deepen client relationships.

“We believe we have answered this call by establishing a relationship with Redtail,” Fetter adds. “Through this relationship, we plan to offer advisers choice, improved economics and an expanded vision of the role that CRM can play relative to our advisers’ practice growth.”

Through the partnership, Redtail provides LPL advisers with working solutions that address many of the day-to-day challenges of client management through the cloud-based Redtail CRM product. The solution helps advisers access and control client data from multiple desktop and mobile devices, giving greater flexibility for advisers to work where and how they want. 

The Redtail CRM solution is designed with workflow processing capabilities, multi-user calendaring, a suite of categorization and segmentation tools, in-depth reporting capabilities and numerous other features to encourage office efficiencies. The Redtail CRM product also enables advisers to spend more of their time concentrating on growing and improving client relationships, according to the firms.

Brian McLaughlin, CEO of Redtail Technology, Inc., says there are already about 1,000 LPL financial advisers utilizing the Redtail CRM product on their own. “This new relationship will offer great opportunities for both organizations to improve the working lives of advisers as they face their day-to-day challenges,” he adds.

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