The most effective fund wholesalers are aware of a financial adviser’s client base and can therefore make appropriate suggestions to help them build their business, according to a study of financial planners conducted by Rothstein-Tauber, a financial market research firm.

"Instituting a formal process of gathering information on the adviser’s client base is a good first step for the wholesaler who wants to become knowledgeable about their customer’s clients," said Nancy Salk, vice president of financial services at Rothstein-Tauber.

Financial planners would also like fund wholesalers to help them develop marketing plans and mailings, as well as hold seminars, Rothstein-Tauber found.

In addition, planners want fund companies to help them retain assets by changing the commission structure they pay wholesalers to be based on asset retention rather than initial sales.

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