Orion Launches New Marketing Platform
Some advisors said the prior client experience "was disjointed and antiquated,” said CEO Eric Clarke.
Orion Advisor Technology is rolling out a new marketing platform that builds on its purchase of Advizr last year and that it hopes can “supercharge” advisors’ growth and its own. The platform, referred to as Market*r, can be used to create personalized campaigns and is integrated with Orion Planning.
“We heard feedback loud and clear from our advisors that they felt the existing planning process was broken and that the client experience being delivered was disjointed and antiquated,” said Orion CEO Eric Clarke in a statement.
After buying Advizr and changing its name to Orion Planning, the firm “realized there was a greater story to tell” and moved to “help advisors easily implement financial planning tech, while also driving engagement and retention through impactful marketing campaigns.”
Orion says its broader tech platform includes some $1 trillion in assets under administration and 3.8 million accounts.
A ‘Key Connection’
Market*r connects prospective and existing clients to Orion Planning, so they register or log in, explain their financial goals, connect to accounts and view their progress towards these goals. They also can ask for or set up an appointment and start tailoring their own plan and portal view.
For advisors, the platform gives them a lead-tracking dashboard that’s integrated with Orion’s advisor portal, so they can use new information to build investment proposals.
Also, they can sign up for different services: marketing campaign materials, materials plus technology or consulting (led by Orion’s in-house marketing staff).
For many advisors, building a strong marketing and communications program “is easier said than done,” according to Orion CMO Kelly Waltrich.
“Hiring additional team members or outsourcing responsibilities to an agency can be expensive, and [involves] an additional effort to manage while running a business,” Waltrich explained. “Market*r gives advisors an intuitive, streamlined and cost-effective solution … backed by the strategic expertise of a full marketing team.”
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