This CutterCast explores common applications for automation in wealth managers’ client acquisition processes and examines key challenges to implementation.
Marketing automation and smart prospecting tools increase advisor efficiency in prospecting and yield more effective marketing campaigns. Despite the potential benefits, automating these processes is far from straightforward. This CutterCast explores common applications for automation in wealth managers’ client acquisition processes and examines key challenges to implementation.
Gina McCafferty has 30 years of experience in the financial services industry. She served at Cutter from 1999 to 2011 as Principal and Managing Director of CutterResearch, and she was instrumental in growing that business. Gina returned to Cutter in 2017, and established and ran the company’s Wealth Management research division. In 2019, she was appointed to Head of Research, responsible for Asset Management and Wealth Management product development and delivery to over 200 member firms around the globe. Gina was previously at Investit Ltd., where she served for six years as head of the company’s research service. Prior to that, she held senior positions at DST International with product responsibility for their global accounting and performance measurement systems, and at SunGard as Vice President of Client Services for their securities trading products.
Onawa Promise Lacewell has a research focus on the impact of disruptive technologies on the financial services sector and on the client-facing technology that wealth managers use to support the digital experience of UHNW and HNW end clients. Specifically, she is interested in how wealth managers use digital portals and mobile apps to support the client experience of UHNW and HNW end clients. Onawa holds a PhD from the University of Missouri.
Recent research assignments and publications include the following:
John Refford joined Cutter Associates in 2018 as a consultant in the client-facing practice. John brings deep expertise in digital marketing technology within the financial services industry. Prior to joining Cutter, John spent 20 years at Natixis Investment Managers, most recently as Senior Vice President, Marketing Technology. There, John led the effort to digitize and modernize the firm’s marketing strategy by launching new digital capabilities and marketing channels. He pioneered the firm’s social media and lead generation programs focused on building brand awareness and driving advisor engagement. Prior to joining marketing at Natixis, John spent 12 years in IT, where he was responsible for the firm’s system, network, and security for global offices. John was a member of the Investment Management Education Alliance and served as a Digital Council board member from 2015 to 2017. A recognized leader in digital strategies, John has presented numerous times at industry events on digital marketing topics. He holds a bachelor of science in computer science from Fitchburg State College, a graduate certificate in technology management from Worcester Polytechnic Institute, and an MBA from Babson College.