Securities America is previewing changes to its advisor dashboard, and SA Mobile, a new mobile phone application that allows advisors to operate CRM programs and apprise clients of certain aspects of their accounts, the firm announced.

The dashboard retrieves data from multiple locations and consolidates it into one view. Advisors can customize the views to display whatever information they like, from more than 30 sources, and arrange the layout to their personal liking.

Consolidated desktop views appear to be in rising demand among advisors throughout the industry. Several weeks ago Raymond James Financial began previewing enhancements to Advisor Access, its portfolio management and financial planning platform.

Securities America’s updates to its dashboard have been in pilot testing for several weeks, the company says. The initial dashboard unveiling includes the data feeds and functions for the client view. Securities America is also developing an office view that will show advisors AUM and GDC trends, top clients, production mix and other data to help advisors manage their practices. The firm is also planning a branch manager view, slated for use later this year that aims to give OSJs a fast and easy way to see information for all their advisors.

As for the new mobile app, it is available on Droids and iPhones, says Doreen Griffith, executive vice president and chief information officer.

“It tackles information we’ve always had and makes it easy to access on their phones, including the data fields,” Griffith said in a telephone conversation.

SA Mobile is not Securities America’s first foray into providing apps for its advisors. Last year, it introduced a mobile offering through Citrix, which allows advisors to access the full site

“A year ago, advisors wanted it all on the tablet,” Griffith says. “ Now they are saying: ‘I can use it on the phone. I don’t have to pull out the tablet.’”

The new development might appeal to younger advisors and support staff members in particular, Griffith says, because those professionals naturally gravitate toward using mobile phones to perform functions like reading emails and using the Internet.

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