What’s the most important way for a bank to differentiate its wealth management division today?
Once upon a time, the answer might have been its number of investment strategies or more competitive fees. Those are still important factors for a consumer when choosing a financial professional, but increasingly the answer is more focused.
Banks have to provide an excellent client experience. Across industries, those who focus on curating the client experience can drive revenue as much as 8% higher than other competing companies who don’t.
Some might not because they may feel that “client experience” is too broad or abstract for them to focus on. For our purposes, the client experience is every way in which a client interacts with their financial professional.
For most clients today, that includes a heavy emphasis on digital interactions.
INTRUST Bank has figured out the answer to providing a terrific digital experience for their clients—and it revolves around an integrated client portal ecosystem.
A Comprehensive Client Experience via an Integration Hub – 2020 Leadership Series from Wealth Access on Vimeo.
How INTRUST Bank Creates an Integrated Client Experience
INTRUST creates its client experience with help from four key technology partners: Wealth Access, Genivity, Smartleaf, and MoneyGuide.
Technology in Support of Human Advice – 2020 Leadership Series from Wealth Access on Vimeo.
The process begins with Wealth Access as the anchor, providing a centralized client portal and data aggregation capabilities.
Connect with Clients on Their Terms – 2020 Leadership Series from Wealth Access on Vimeo.
That data aggregation influences the planning work that INTRUST creates for clients through MoneyGuidePro, for comprehensive life planning, and Genivity, for longevity planning.
Financial Planning – Value of Full Balance Sheet – 2020 Leadership Series from Wealth Access on Vimeo.
INTRUST also curates its client experience by centralizing how clients access their information. Instead of providing multiple website logins, clients access everything they need in their Wealth Access portal—including statements showing how much INTRUST’s Smartleaf rebalancing system has saved them in taxes.
There’s a lot more to the story. Hear directly from INTRUST’s Chief Investment Officer, Bill Martin, CFA, in our latest case study.
