BD hopes multi-layer views provide it with an edge in business development. Broker-dealer Securian Financial Services has introduced a white-label version of Birst's business-analysis technology for financial-planning firms to its executive team, and plans to make it available to internal practice-development consultants for use with its managing partners and financial advisors. They're calling it Securian Compass.

Better view

"Securian Compass will provide the infrastructure and services to allow us to grow our business significantly without having to increase our investment in IT and people," says Securian's president and CEO George Connolly. "It is a strategic platform that can serve as a valuable consolidation infrastructure as we consider our expansion and acquisition options."

Using the Birst technology, Securian expects to get a better view of its sales performance, past and present, from advisor and firm levels, and be able to assess revenue opportunities.

Securian Compass has sped up the delivery of mission-critical information, according to Suzanne Chochrek, v.p. of business and market development at Securian. "We now have the ability to analyze our business at multiple levels, from the global corporate view down to the individual financial advisor," she says. "With Securian Compass' unique predictive analytics, both executives and advisors can easily identify and capture our greatest opportunities to increase share of wallet."

San Francisco-based Birst provides enterprise-level applications to financial-planning firms and insurance distributors.

Securian Financial Services is an affiliate of St. Paul, Minn.-based Securian Financial Group. The parent company had $30 billion in assets under management and $673 billion of life insurance in force at the end of January 2008. -FWR

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