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Case Studies

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Franklin Templeton drives $600 million in new assets through Customer Genomics®

Franklin Templeton drives $600 million in new assets through Customer Genomics®

Franklin Templeton drives $600 million in new assets through Customer Genomics®

How data-driven insights transformed Franklin Templeton’s advisor engagement

How data-driven insights transformed Franklin Templeton’s advisor engagement

26%

Increase in sales

82%

Thumbs-up favorability score

13.2K

Sales leads

$600M

In assets

The challenge

Franklin Templeton Investments responds to evolving industry trends

Franklin Templeton Investments (FTI) is one of the worlds largest asset managers, offering mutual funds through financial advisors (FAs). In an increasingly competitive and evolving market, FTI aims to enhance its market share by adapting to shifts such as the rise of robo-advisors, new fee-based models, and regulatory changes. As financial advisors embrace digital channels to access market information, effectively engaging them becomes crucial for retention and growth.

Key challenges

  • Increasing use of digital channels by financial advisors

  • Need for personalized, relevant information at key moments

  • Enhance digital interactions and timely product recommendations

  • Evolving industry with new products, fee models, and robo-advisors

The solution

Transforming advisor engagement with Advisor Genomics®

Advisor Genomics®

Machine learning for financial advisors (FAs) insights

Personalized ‘FA genomic labels’

Self-updating with new data

Targeted engagement

Replaced segmentation with personalized interactions

Provided real-time sales insights

Increased message relevance

Implementation approach

1

Harmonizing data

  • Integrated data

  • Measured multi-channel impact

  • Included email, web, social

2

Understanding FA behaviors

  • Created 350K advisor attributes

  • Tracked digital interactions

  • Estimated sales impact

3

Optimizing interaction strategy

  • Used Genome Markers

  • Identified contact sequences

  • Defined channels for 90K advisors

The impact

Driving growth with Advisor Genomics

Insights

  • Profiled advisors using genome predictions

  • Enhanced product recommendations

  • Identified leads and seasonal trends

Innovation

  • Identified influencers to boost sales

  • Engaged social media advisors

  • Increased digital engagement

Impact

  • 13.2K leads, 65% success

  • 1,300 leads, $600M assets

  • Boosted FTI’s market share

Looking ahead

Continued growth

  • Expand Advisor Genomics to include deeper personalization and predictive insights

Enhanced engagement

  • Integrate more digital channels for increased advisor interaction and engagement

Innovative strategies

  • Leverage AI and machine learning for even more accurate advisor profiling and sales predictions