Hightower Raises Advisors' Digital Marketing Game

Tom Burroughes

19 May 2022

Hightower has partnered with TIFIN Clout, part of TIFIN Wealth, to be its personalized digital marketing platform – tapping into a drive to win more leads and boost the pipeline of business in an offering which uses artificial intelligence.

The TIFIN Clout platform will support Hightower advisors in moving clients and prospects through all the steps of the client journey. As a next-evolution marketing platform, TIFIN Clout uses AI – and human understanding – to track clients and prospects through the buyer’s journey. The platform has two-way integration with Salesforce, email and social media platforms.

Last year, Hightower launched a bespoke content marketing program to help its advisors grow and connect with prospects and clients by delivering timely and relevant thought leadership. Hightower said that about 75 per cent of advisors use its content program to achieve positive results.

Such moves highlight how wealth managers are turning to digital tools to help build client pipelines at a time of large intergenerational wealth transfer, as people reconsider existing wealth offerings following the disruption caused by the pandemic and associated lockdowns.

“By partnering with TIFIN Clout, we’re evolving our content marketing program to provide our advisors with access not only to sophisticated content and collateral but also to advanced tools to track and measure their progress,” Meghan McCartan, Hightower managing director, head of marketing, said.

To back up the case for these efforts, Hightower said that its advisors who have implemented a targeted content strategy grew their business 3.2 times as fast as their peers in 2021. Advisors who implemented live/virtual events for prospects grew business two times as fast as their peers, while advisors implementing podcast/TV/radio and social media strategies, grew business at 1.8 times and 1.7 times faster respectively.