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VettaFi and Defiance Analytics recently announced a new strategic partnership. This partnership combines VettaFi’s behavioral analytics capabilities with Defiance’s email campaign services to give asset managers a targeted approach to reaching financial advisors.
“Asset managers operate in an ultra-competitive market where reaching the right investor at the right time is paramount,” said Mitchell Home, Head of Digital Products, VettaFi. “This partnership combines VettaFi’s data-driven behavioral analytics with Defiance’s email campaign platform, providing clients with an efficient digital distribution tool to engage high-intent advisors and accelerate their growth.”
With roughly 5000 U.S. ETFs currently being listed, a huge challenge for issuers is standing out. Email and social media are flooded with commentary, advertisement, and pitches and many advisors will tune things out, even products that could solve problems for them. This new email campaign product specifically targets advisors who are more likely to convert.
“Asset managers don’t have a reach problem, they have a relevance problem. By building our email campaigns on VettaFi’s behavioral intelligence, we put the right message in front of the advisors who are actively showing interest, transforming a traditional mass-outreach method into a highly targeted, data-driven strategy,” said Jacob Ingram, Founder and CEO of Defiance Analytics.
This new offering gives asset managers access to an integrated email workflow. This workflow includes recurring campaign creation and delivery, tracks advisor engagement, and delivers performance reports. All of it is fueled by VettaFi’s behavioral analytics, which tracks the online behavior of advisors to hone in on higher-intent advisors.
By looking at an advisor’s digital body language, we can interpret what they are likely to do next. Nobody survives long making allocations on a whim. As stewards for their clients, advisors extensively research investment opportunities. This research is done online, and it can illuminate problems an advisor is looking to solve for. For example, if an advisor is reading multiple articles about gold or exploring inflation-resistent exposures and an issuer has a product with gold exposure, that advisor will be prioritized and targeted.
ETFs continue to innovate, and asset managers are building bold products that solve for unique advisor problems. But, for even a niche product with a highly specific use-case to survive in today’s competitive landscape, it needs to stand out. It needs a path toward steady and reliable growth. This new partnership provides a valuable tool for asset managers, helping their product consistently get in front of the advisors who are most likely to be interested.
"I'm excited about our collaboration with Defiance Analytics,” Home said. “It bolsters our ability as an index provider to not only build great products but also partner in growing assets."
VettaFi and Defiance Analytics recently announced a new strategic partnership. This partnership combines VettaFi’s behavioral analytics capabilities with Defiance’s email campaign services to give asset managers a targeted approach to reaching financial advisors.
“Asset managers operate in an ultra-competitive market where reaching the right investor at the right time is paramount,” said Mitchell Home, Head of Digital Products, VettaFi. “This partnership combines VettaFi’s data-driven behavioral analytics with Defiance’s email campaign platform, providing clients with an efficient digital distribution tool to engage high-intent advisors and accelerate their growth.”
With roughly 5000 U.S. ETFs currently being listed, a huge challenge for issuers is standing out. Email and social media are flooded with commentary, advertisement, and pitches and many advisors will tune things out, even products that could solve problems for them. This new email campaign product specifically targets advisors who are more likely to convert.
“Asset managers don’t have a reach problem, they have a relevance problem. By building our email campaigns on VettaFi’s behavioral intelligence, we put the right message in front of the advisors who are actively showing interest, transforming a traditional mass-outreach method into a highly targeted, data-driven strategy,” said Jacob Ingram, Founder and CEO of Defiance Analytics.
This new offering gives asset managers access to an integrated email workflow. This workflow includes recurring campaign creation and delivery, tracks advisor engagement, and delivers performance reports. All of it is fueled by VettaFi’s behavioral analytics, which tracks the online behavior of advisors to hone in on higher-intent advisors.
By looking at an advisor’s digital body language, we can interpret what they are likely to do next. Nobody survives long making allocations on a whim. As stewards for their clients, advisors extensively research investment opportunities. This research is done online, and it can illuminate problems an advisor is looking to solve for. For example, if an advisor is reading multiple articles about gold or exploring inflation-resistent exposures and an issuer has a product with gold exposure, that advisor will be prioritized and targeted.
ETFs continue to innovate, and asset managers are building bold products that solve for unique advisor problems. But, for even a niche product with a highly specific use-case to survive in today’s competitive landscape, it needs to stand out. It needs a path toward steady and reliable growth. This new partnership provides a valuable tool for asset managers, helping their product consistently get in front of the advisors who are most likely to be interested.
"I'm excited about our collaboration with Defiance Analytics,” Home said. “It bolsters our ability as an index provider to not only build great products but also partner in growing assets."
