Compared with other occupations, Senior Corporate executives are more likely to engage an advisor in some capacity, and they are more likely to use technology to conduct financial activities. How do these connect? Advisors need to know how investors in the C-Suite use these tools to most optimally communicate with them.
A new Spectrem report, “Senior Corporate Executives: How to Serve the C-Suite,” comprises insights developed from Spectrem’s ongoing wealth segmentation research during the 12 months ending in March 2016.
Senior Corporate Executives are in the forefront of using technology and their mobile devices to conduct a myriad of financial activities, compared with all other occupations, such as Professionals (doctors, lawyers, etc.), Business Owners, Managers, and Information Technology.
“It is not surprising that Senior Corporate Executives embrace technology to maximize efficiency and convenience,” notes Spectrem Group President George H. Walper, Jr. “Advisors need to ensure that they discuss the technological solutions they can offer to their Senior Corporate Executive clients, from being able to access account information to providing news and information content.”
A significant majority of Millionaire (with a net worth between $1 million and $5 million, not including primary residence) and Ultra High Net Worth (with a net worth between $5 million and $25 million) access the Internet on their personal computers, smartphones and tablets, according to Spectrem’s latest wealth segmentation study, Using Social Media and Mobile Technology in Financial Decisions. In comparison to other occupations, they are most likely to conduct investment research on daily, weekly, or monthly basis. Are they finding this information on your website?
Millionaire investors overall are using their devices to access the latest information or to contact you in some manner, whether it be via text, phone message or video-chat. The more channels of communication that are open to clients, the better chance of a good connection
Top Takeaways for Advisors:
• Advisors need to demonstrate with Senior Corporate Executives their knowledge of how these clients can utilize high-tech solutions offered by their firm, including access to their account information, the ability to download statements, as well as offering newsworthy and educational content about financial and economic issues via blogs, articles, or newsletters.
• Senior Corporate Executives have heightened expectations of service are looking for their financial advisor to be available or accessible in as many ways as possible. Advisors need to communicate what technological channels by which they are accessible, from texting and e-mail to social media and video-chat.
• Senior Corporate Executives’ interactions with financial advisors are influenced by the technological capabilities an advisor and their firm can offer. By keeping current and cutting-edge, you have a better chance of reaching younger clients who are more tech-savvy than their old-school counterparts. This is especially important when having discussions with families that include Gen Xers and Millennials about financial planning for the next generation. .