The Challenge Advisors Have in Creating Their Vision


Recorded at the Market Counsel Summit. Presented by: 

Advisorpedia interviewed CAIS CMO Abby Salameh at the MarketCounsel Summit in December 2021.

"I think the biggest challenge that advisors have with creating their vision of who they want to be and what they want their firm to be is that they oftentimes do it in a silo.

So if you're an advisor, it's really important to get the feedback and the input from everyone within your organization, including your clients, and even some prospects, so that you can synthesize all of that data in really understanding who you are, and what are the solutions that you're providing. And then take a step back and say, what do we want to stand for? Are we hearing what we want to stand for from all of our core constituents? Or are there things we need to change first, before you can then add on to that?

I'm in the process of building out my team first and foremost. So at the moment building the vision includes doing some audits in the industry — includes doing audits of what is our brand perception, what do advisors think of CAIS if they think of any of anything at all? How are they thinking about using CAIS and then doing an SEO audit? Basically seeing where do we show up in rankings on search edges compared to some of our competitors? Doing a brand audit, which is looking at our competitors and looking at the industry and saying, 'How are we showing up in our brand messaging around the same topics?' And then really focusing in on how can we create engagement CAIS is a two sided marketplace.

If you think about it that way, we've got unique alternative investment solutions on one side, and we've got financial advisors that need these solutions for their clients on the other side. So making sure that we can marry the two in the middle by a FinTech platform that can deliver engagement that can help them do peer to peer sharing and meeting is really critical to the success. And we wrap this all around a CAIS IQ which is our education and learning platform — which is machine learning enabled — is really pretty cool for advisors to be able to learn more about the alternative investment solutions that we have to offer."

Resources: FP Transitions  | CAIS