Typical marketing solutions utilize statistical regression analysis and propensities
(Black Box) to determine “buckets” of clients to target with a product or service.
They are an excellent tool for use by marketing departments for generating marketing
and advertising campaigns.
However, have you ever tried calling a client or prospect with the information provided
from a black box marketing system? Advisors simply will not do it, because they
interact with the client, they cannot explain the reasons why a product or service
is appropriate. How do you tell a client that “Our Black Box marketing system
says that you have a propensity to purchase an annuity” Advisors need a solution
that helps them understand why a product is appropriate and that supports them in
communicating the reasons to the client.
RightBridge is Different
RightBridge is a sales system used by financial advisors to cross-sell their clients
and drive additional revenue. RightBridge processes available client data against
hundreds of business rules and algorithms to determine the most relevant sales opportunities.
Then RightBridge provides the reasons WHY
a product or service is appropriate and gives the advisor the information to assist
in explaining the product/service fit to the client.
For example, “Tom, in looking at your account, I believe that we should discuss
adding a variable annuity to assist you in providing an income during your retirement.”
I have considered the following information: (Provided by RightBridge)
You have expressed interest in variable annuities previously
You are 7 years away from Retirement (at age 65).
You have expressed interest in a level payout during retirement
You have a level of income ($200,000) that will be important to replace in retirement.
Your current retirement portfolio is trending to provide 65% of your income at
retirement. (assuming 5% return)
You have experience with mutual funds
You are in a high tax bracket. Annuities can provide some tax advantaged
savings for retirement
You have stated that you have a moderate risk tolerance. A combination
of guaranteed income with additional investments may make sense for your situation.
Data Integration with Albridge and SunGard Protegent
RightBridge has a flexible data integration model that allows for data sources from
multiple locations with minimal integration effort. To further minimize the data
integration effort, RightBridge has been integrated with Albridge data feeds and
with feeds designed for the Protegent Surveillance application. For firms that use
Albridge or SunGard Protegent Surveillance, the data integration has been minimized.
Relevant suggestions are provided with this core set of data. Additional data, such
as life events, is captured incrementally by prompting the advisors within the user
interface so the system gets smarter and smarter with use.
