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SwanDog is the leading marketing strategy and consulting boutique for companies in asset and wealth management.

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We don't believe there is a one-size-fits-all solution. Rather, it's our belief that your firm is what it is and it's our job to help you recognize your point of difference and emphasize that to your customers.

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Groundbreaking New Study Probes Independent Financial Advisors

SwanDog Strategic Marketing announced the release of a groundbreaking new research initiative, the Independent Advisor Dig, which focuses on the challenges, attitudes and behaviors of independent financial advisors.

“We are very excited about The Dig,” said Dave Swanson, founder and managing partner of SwanDog. “The study represents one of the most sweeping explorations of the independent financial advisor space from a sales and marketing perspective. It has extremely high value to anyone who considers independents valuable to their business.”

The information in the 127-page report will be helpful to marketers from day one. Firms with adverting budgets will benefit from knowing the specific publications and websites advisors turn to every day. They will know which groups of advisors use social media for their own business and which do not. The report also examines how advisors view wholesalers and their essential role in the distribution process.

The research includes both qualitative and quantitative components, exploring a wide range of attitudes and behaviors of over 1,100 independent financial advisors across dozens of attributes—from the environment in which they operate to where they turn for information, from what they most value from asset managers to what influences their product decisions.

Based on statistical analysis, The Dig unearthed four (4) discrete behavior and attitude-based advisor segments. The study profiles the habits and preferences of each of the four segments, including their product preferences, perceptions of the role of the wholesaler, views on social media and the abundance of email they receive from asset managers. According to Carol Gillen, SwanDog’s director of insights, “Once you understand the unique views and habits of each advisor segment, you’ll be able to recalibrate your sales and marketing efforts to deliver what advisors really want and value.”

The research initiative was undertaken for members of SwanDog’s Marketing Leader Club, an annual subscription-based program for marketing professionals in the asset and wealth management industry. The research study is available for purchase by nonsubscribers by contacting the firm.

“We think this study is a ‘must read’ for anyone working in financial services sales and marketing,” says Swanson. “It provides an abundance of actionable information to help guide decision making.“