So called “value-add” programs and tools from vendors are getting the attention of financial advisors and influencing their behavior, according to a new study, but still leave much to be desired.

“I was surprised by the degree that value-add does influence advisor behavior and their willingness to consider a vendor's product, but overall satisfaction with these programs is modest at best,” said Howard Schneider, president of Practical Perspectives, the North Andover, Mass.-based research and consulting firm that issued the report, “Value Add Support to Financial Advisors – Insights and Opportunities 2013. “There’s a lot of room for improvement.”

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