Messages cover such topics as saving for retirement, budgeting and debt management. In addition, Voya, which has recently rebranded from ING U.S., has created its own accounts on Facebook, LinkedIn and Twitter to reach out to consumers. Earlier this year, Voya added a live chat feature to its Facebook page to allow investors to interact with advisers. Voya has also partnered with NBCUniversal to permit viewers of ”The Today Show” to pose retirement-related questions to Voya professionals through Voya’s and NBC’s social media channels using the #TodayMoney hashtag.
“It’s clear that social media has emerged as a powerful tool for financial advisers,” says Tom Halloran, president of ING Financial Partners. “However, in the regulated industry that we operate, the appropriate guideposts must be in place for them to take advantage of this channel. We’ve developed a program that offers the support, tools and content needed to tap into social media in a compliant manner.”
Investors today use social media even to make financial decisions, Halloran says, so it is important for advisers to have a presence in these channels. “This effort demonstrates our commitment to the advisers we work with as well as our focus on serving the retirement readiness needs of clients,” he says.