Morgan Stanley is partnering with the tech firm Yext on a platform for advisors that lets them build and manage their websites and online activities, the firms said Tuesday. Advisors also can take advantage of Yext’s online search resources to improve their prospecting work.
“A sophisticated digital presence is an absolutely critical component of a potential clients’ shopping process,” according to Morgan Stanley Wealth Management Chief Digital Officer Naureen Hassan. “In fact, 62% of respondents to a recent survey said that online information is influential to who they hire as a financial advisor.”
Yext has an artificial-intelligence-ready data structure that the wirehouse plans to tap into and use for running 15,000-plus advisors’ websites, Morgan Stanley says.
This technology should help Morgan Stanley advisors by “maximizing their visibility in search, integrating with CRM, event management and other capabilities, and facilitating conversational … AI via voice assistants and chatbots … to provide direct, accurate answers about … advisors …,” the company explained in a statement.