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Hightower's New Platform Raises Advisors' Marketing Game

Tom Burroughes

23 April 2020

Hightower, the US wealth manager, is rolling out a marketing platform to help advisors ramp up business - likely to be even more necessary after the pandemic’s crushing economic impact is laid bare.

The firm, which operates advisory businesses, has launched the “Engage” marketing platform in partnership with marketing technology firm Snappy Kraken. The platform is designed to help Hightower advisors maximize their reach, enhance client engagement and jumpstart growth.

“Marketing communications is one area that many advisors struggle with, as they often lack the time, staff and expertise to handle the heavy workload associated with deploying effective campaigns,” Abby Salameh, chief marketing officer at Hightower, said.

“Given the events of the last six weeks, advisors are under more pressure than ever to engage in meaningful communication with clients. Our new platform enables Hightower advisors to have these personal conversations while at the same time deploying targeted lead-generation campaigns to acquire new clients and move their practices forward,” Salameh said.

Hightower advisors who use Engage will gain access to a curated suite of original, customizable marketing campaigns produced in collaboration with Snappy Kraken’s creative team, including blog posts, email newsletters, video content, social posts, guidebooks and infographics segmented by audience personas, with accompanying analytics to measure engagement. 

“Engage will give Hightower advisors, with their already industry-leading organic growth rate, the ability to simultaneously attract new leads, motivate existing prospects, nurture clients, boost referrals and automate operational workflows, providing scalable monthly campaigns,” the firm said. 

Audiences for the platform include retired clients; those still accumulating assets; next generation customers; next generation clients; business owners; ultra-high net worth individuals and prospective clients.