The Financial Technology Trifecta

Kellie Gibson
Kellie Gibson • Posted on Apr 13, 2015


Very rarely can any one tool get a job done, and since an online presence is essential to grow your firm's business, taking an integrated approach with web technology is always a smart bet.

But which financial web tech tools should you choose when there are so many available options?

When deciding what tech to invest in, it's important to look at the steps that need taking in order to turn a web visitor into a satisfied client, and find the tools best suited to aid in that transition.

Three tech tools that will integrate seamlessly with one another to streamline such a process are a website, lead capture form, and Customer Relationship Management system (CRM).


It's easy to forget that a website is a piece of technology given its ubiquity, but therein lies the point, without one, you can't even begin to compete. A website is a financial firm's number one online marketing tool and should be the number one tech tool choice.

Your website works for you 24/7, acting as the online face of your company and first line of defence, and advocating on your behalf. All roads, online or otherwise, should lead to and from your website.

In other words, your website should act as the hub of your firm.

While your firm's online presence can exist in email campaigns and newsletters, it's not enough. Prospective clients want to be able to research you on their own time, from the comfort of their own home, and so having a website that provides them with the information they'll go looking for is a necessity.

Lead Capture Form

Of course, there's more to a website than simply having one; it needs to create conversion opportunities for your firm. In order to do this, your website requires a few tools of its own.

When traffic arrives at your website, whether organically or from other marketing initiatives, the next step is to turn those web visitors into qualified and converted leads. Lead capture and conversion can happen a variety of ways and so each lead gen tool often takes a different approach, meaning you can appeal to various audiences to increase your conversion opportunities.

The best and easiest way to capture a lead is by placing an easily accessible form on your website. In exchange for something of value, web visitors will provide you with contact information through this lead generation tool.

One unique tech tool to consider in this area is Riskalyze's detailed risk analysis questionnaire. The questionnaire is accessed by a customized call-to-action and generates a user-specific Risk Number in order for web visitors to explore their comfort level with financial risk.


Once your website and lead capture form have snagged and bagged you a client, it's up to your Customer Relationship Management system to continue the relationship.

Your CRM solution acts as a database of everything needed to maintain happy, healthy client relationships.

Many financial advisors use a CRM to store contact data, standardize company-wide processes, help with administrative tasks and marketing initiatives, and measure key firm metrics. A CRM can also function as a compliance tool, ensuring that you store and track data needed to meet current regulatory requirements.

Without a CRM solution to help your firm run effectively and efficiently, juggling clients can be a cumbersome task, especially after an influx of current and prospective clients due to your newly expanded online presence.

While there are many CRM systems available to choose from, Redtail's CRM solution was created expressly with financial advisors in mind.

Want more information on websites, lead generation, and CRMs?

The Financial Technology Trifecta: Advisor Websites, Redtail, and Riskalyze

In this educational webinar we covered:

  • How Advisor Websites, Redtail, and Riskalyze work together to make your life easier
  • Why advisors love these three tools
  • What you can achieve with an integrated technology approach

Listen here.


About Advisor Websites, A Snappy Kraken Company

Founded in 2012, we specialize in helping financial advisors stand out and grow their business online with conversion-friendly, personalized websites and targeted digital marketing solutions, all of which follow FINRA and SEC guidelines.

Disclaimer: The content of this article is for informational purposes only. If you are planning to implement a new marketing practice and are unsure what the regulations are, always contact your compliance department first.

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