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Dave Christensen and Susan Theder

Technology > Artificial Intelligence

FMG Uses OpenAI, Vestorly in New Content Engine for Advisors

By Jeff Berman

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What You Need to Know

  • The personalization engine uses AI to create content tailored to advisors' unique writing styles, FMG says.
  • The technology combines the Vestorly content curation and compliance platform that FMG acquired in 2022 and OpenAI GPT.
  • The new engine has been in beta and launches for all FMG clients this month.

FMG Suite launched a new artificial intelligence-powered content personalization engine that it said Tuesday was designed to help advisors create social media and other online marketing content.

The engine’s technology combines two AI platforms: the Vestorly content curation and compliance platform that FMG acquired in 2022 and OpenAI GPT, the platform on which ChatGPT was built.

Together, these platforms enable FMG to offer “compliant, one-click personalization of its content, starting with social media posts” as its first application this month and expanding to emails, blog posts, video scripts, newsletters, landing pages and more, according to the company.

Since buying Vestorly, FMG has been engineering GPT to personalize content by personas, summarize articles and create engaging social posts, it said. Extensive testing “made it clear that the winning combination is well-written content + proprietary GPT prompts + AI compliance screening + human quality assurance,” according to FMG.

FMG’s new social media content engine is now in beta testing and is being rolled out to all clients through March, Dave Christensen, FMG chief product officer, told ThinkAdvisor during an online interview and demo on Monday.

The engine works within FMG’s Curator product on its Android and Apple iOS mobile app to provide a tool for advisors to generate custom captions for their social media posts based on best practices set by FMG’s thought leaders, he said.

Those best practices include using questions to engage readers, including bullets and emojis, summarizing key points, and including hashtags, FMG noted.

“We’re using OpenAI GPT 3.5 to power this feature,” according to Christensen, who pointed out that this is the “same model that powers ChatGPT.”

FMG clients will be able to use the “one-click” personalization tool for all content types, including emails, blogs, white papers and e-books, greeting and note cards, and video scripts, making it simple to repurpose and distribute content across channels, according to the company.

“We believe we have a pretty big first mover advantage in integrating [OpenAI] GPT into a marketing platform for financial advisors,” Susan Theder, FMG chief marketing and experience officer, told ThinkAdvisor.

(FMG was a winner of ThinkAdvisor’s LUMINARIES industry recognition program in 2021, and Theder was a LUMINARIES finalist in 2022.)

“What underlies our whole technology platform is a content library and that’s what advisors really value about the [FMG] platform because most advisors struggle with marketing in general and, obviously, underlying effective marketing is strong content,” she said.

The new tech enables FMG to personalize content to each advisor’s digital “voice print,” Theder said.

“If you were to describe your writing style, [it includes] your tone, your formality, your use of emojis and/or exclamation points, contractions — all the things that make up your writing style,” she explained. “We are going to be ingesting that from the advisor and able to apply it using [OpenAI] GPT to rewrite every piece of content on our platform to be in their voice. That’s the long game, and that is our roadmap.”

After captions, “we’re going to follow up with a really quick release that lets us tune your voice” and use it to ask for specific changes, such as less or more emojis, Christensen said.

FMG is also going to “move it to email” in the third quarter, he said, explaining features will include the ability to change an email that’s already been written in first-person plural as if it’s coming from an overall company to first-person singular so it sounds as if it’s coming directly from the advisor. That will be a big productivity win, he said.

After that, FMG will add personalization of website content, he said, explaining: “We imagine a world where you could apply this voice print across all the main pieces of content on your website, similar to how large corporate brands have a process where the brand voice is checked on any new piece of content that’s written for a website, so that it all is consistent, even if it’s written by different people.”

Also on FMG’s roadmap is a feature that it said will alert advisors if their content could be flagged by compliance departments, an ability it said will “help streamline the review process and significantly reduce the workload for compliance teams.”

Feedback so far has been positive among advisors, Christensen said. Asked if any advisors expressed any fear of using AI-related tech, he said what many of them were “really scared of was having to write that caption.”

(Pictured: Dave Christensen and Susan Theder)

Jeff Berman

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