Advisors needs and wants are moving targets and mutual fund wholesalers must constantly adjust to if they want to hit the bullseye. In the years following the advent of the Internet, wholesalers found former value adds, such as daily net asset values and stock prices, that they used to offer as exclusives have mainstreamed.

Now, wholesalers' specialized and intimate familiarity with funds as well as how they stack up to the competition is most prized by many advisors.

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