The changes were made in response to the shifting needs of advisers, according to Phillipp Hensler, head of distribution at OppenheimerFunds. “The business has become more complex, so we took a close look at what they do every day and how we could leverage technology to help them do it better, faster and smarter,” he said.
Features now include a side-by-side comparison of the firm’s funds with competing funds from other companies, using the Morningstar Fund Comparison tool; an expanded Morningstar Hypothetical tool that includes all fund families; and fund performance information with interactive fund data.
Advisers can share best practices and interact with one another using the Advisor Exchange, OppenheimerFunds’ adviser-only discussion forum. The CEO Advisor Institute program delivers content for professional development. Advisers can get answers to fund questions in real time through “Click-to-Chat.”
During the beta launch, OppenheimerFunds tested the site with a group of its advisers. Average users spent nearly seven minutes per visit (well over the industry average) and delivered positive feedback about the site.
More information about the site is here.