“The core of Nova addresses the problem that we see regularly within the RIA space – that many companies’ websites look very much alike and have similar descriptive language,” said Christopher Norton, creative director at Blu Giant. “The fact is that like people, no two RIAs are the same.”

Indeed, last September research by Pershing showed that many financial advisors are telling investors “exactly the same thing” and thus failing to deliver a unique and engaging value proposition. And there is also “a lot of jargon” in the wealth management sector, which is a dis-service to investors, Kim Dellarocca, managing director at Pershing, told Family Wealth Report

Blu Giant believes that one of the most unique features of Nova is its high-level video capability. The videos will be embedded into the site unbranded, as they are owned by the advisors.

Video analytics and “heat maps” will show who is viewing the video - from where - and how they landed on the web page.

Other specific website features include search engine optimization tagging, Google Analytics integration, a client database portal and multi-user support.

Advisors will own the finished work including the HTML/CSS/Javascript, visual design and text content.