Asset management firms have made great improvements in the websites they have developed to help financial advisers sell their product over the past year, research by the Insured Retirement Institute and Corporate Insight found.

The score that advisers gave for sales resources rose the highest, 18%, to an average of 2.72 out of a four-point scale. The 2010 figure was 2.54. Adviser product information and marketing rose 13% to 2.88, up from 2.75. In fact, in five out of the six categories, industry averages rose.

“With the majority of Boomers nearing retirement looking to consult a specialist when making financial decisions, advisers must have the tools and information necessary to work with this growing investor segment,” said IRI President and CEO Cathy Weatherford.

“The audit findings underscore this effort to increase the flow of information to advisers, as financial services firms continue to evolve and improve their online resources. By having access to innovative and comprehensive adviser websites, financial professionals will be better posed to serve the diverse needs of both their current and prospective clients," Weatherford said.

 

The report also found that many firms have improved the information they provide on annuities, with a focus on suitability and fees.

 

Firms also improved their libraries of sales prospecting and business-building materials for advisers. In addition, they worked on website design and navigation.

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