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 world’s 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
