June 29, 2011

LPL Enhances Marketing Platform for Retirement Partners

ClientsFirst platform ‘retooled’ with retirement-specific tools

LPL Financial announced Wednesday that it is offering its ClientsFirst marketing platform to advisors served by LPL’s retirement division.

ClientsFirst was launched in early 2009 to assist advisors with client communications, reinforcing relationships, increasing referrals and implementing customized marketing materials, but has been enhanced specifically for LPL Retirement Partners advisors.

Bill Chetney, EVP, LPL Financial Retirement Partners“LPL acquired National Retirement Partners in February,” Bill Chetney, executive vice president of LPL Financial Retirement Partners told AdvisorOne. “What we’re doing now is creating robust applications LPL already has in place, and retooling them to be retirement specific.”

New retirement plan-specific tools include ready-made marketing campaigns on subjects such as fee disclosure, engagement and nonqualified deferred compensation, and newsletters, articles and seminars for prospecting and relationship development.

An advisor can provide LPL with his or her mailing lists, and LPL will produce and mail print or e-media newsletters on the advisor’s behalf.

Additionally, the ClientsFirst platform offers access to a social media “library” with materials on establishing profiles, managing relationships and navigating compliance concerns.

“Social media is very attractive from a professional standpoint, but very challenging from a regulatory standpoint,” Chetney said. “We put in place tutorials and oversight systems so our advisors can utilize social media on a real-time basis. In a regulated world, things you’re pushing out have to be reviewed.”

“We’re the pre-eminent lead advisor network,” Chetney added. “We’re working very hard to leverage LPL’s vast resources.”

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