Nationwide Debuts New Website for Advisers and RIAs

The site was redesigned using advanced analytics and Artificial Intelligence to better understand their wants and needs. 

Nationwide Advisory Services, formerly known as Jefferson National, has launched a new website for fee-based advisers and registered investment advisers (RIAs) and the clients they serve. In designing the website, Nationwide leveraged big data, advanced analytics and Artificial Intelligence to understand the qualitative and quantitative feedback from a broad base of more than 80,000 RIAs and fee-based advisers.

Based on strong adviser demand and high satisfaction ratings, the account management and trading platform remains unchanged at the site. However, it creates a more customized one-to-one digital experience for advisers by using a cutting-edge technology stack to better understand and instantly respond to their needs.

Other enhancements include:

  • Amplified navigation.
  • One-click access.
  • Fund performance tool that allows advisers to create custom categories of preferred funds.
  • Responsive design that works with any device, be it a phone, tablet and other mobile technologies, as well as touch screens.
  • ADA compliant with color contrast and tagging to assist the visually impaired.
“The vision behind our new redesign comes from partnering side by side on the front lines with RIAs and fee-based advisers to meet their demands for simplicity, transparency, more choice and greater value,” says Craig Hawley, head of Nationwide Advisory Solutions. “Likewise, our expertise in using advanced analytics and cutting-edge technology to put the adviser at the center of everything we do allows us to gain deeper insights into their wants and needs, to ensure we can provide an exceptional digital adviser experience.”