There have been many signs this week that advisortech is moving and consolidating at a very fast clip.
The first sign was seeing the launch of something the company called “legacy” technology in a press release two years ago.
On Tuesday, Orion Advisor Solutions announced what it’s calling Redtail Campaigns, which builds on the firm’s “former Market*r tool” (launched in 2020) and allows advisors to run marketing campaigns through the CRM app it acquired in April. has since been integrated into the Orion Platform for RIA.
Additionally, the announcement noted that the new offering will be “powered by Snappy Kraken,” a popular third-party marketing platform for financial advisors.
“With Redtail Campaigns, we’re combining marketing, CRM and financial planning technology to accelerate the prospect-to-plan journey and modernize this critical advisor’s workflow,” said Brian McLaughlin, president of Orion Tech.
Considering that Redtail and Snappy first partnered in 2019 to create a mutual integration, this isn’t exactly a new concept. With the new Redtail Campaigns functionality, users can access Snappy’s automation capabilities, its compliance workflow, content library and more. offers and also provides “unique Orion customizations, integrations and custom content available only to Redtail Campaigns users.”
Simply put, consultants can run pre-designed, customized marketing campaigns directly from Redtail CRM within Orion.
FMG integration with Catchlight
In other consultant marketing news, FMG and Catchlight users can take advantage of their new integration.
With it, users of Catchlight (a leading AI-powered lead platform from Fidelity Labs) can match prospects they’re looking for with recommended content deemed relevant from FMG’s marketing platform library, hoping to “initiate collaboration efforts faster and enable advisors to adapt.” their relationship with each leader,” the report said.
For those unfamiliar, Catchlight is a prospect analytics and conversion platform designed to help consultants prioritize leads to make communications and outreach more effective.
Key to Catchlight’s insightful analytics is its insights system, which can access nearly 2.5 billion data points from a variety of publicly available data sources. After that, the firm’s machine learning technology helps prioritize and match the best leads, so advisors can better arm themselves with their own personalized messaging.
Messaging is an FMG integration that provides a library of hundreds of emails, blogs, social posts, and articles in its content library that match specific lead attributes (age, income, scheduling goals, and other characteristics).
Specifically, according to the announcement, “when a consultant decides to reach out to a lead, Catchlight pulls together headlines and summaries of FMG content that match that lead’s key characteristics… [and] content is tagged with a keyword system that makes it clear to consultants why that content is relevant to each lead.
FMG itself recently acquired another marketing automation competitor, Vestorly, in July of this year, marking its seventh acquisition in six years. Another sign that Advisortech is moving very quickly and towards high concentration.
Envestnet’s new data platforms and partnerships beyond wealth
Envestnet on Monday announced new platforms and partnerships available in its Data and Analytics business unit, one of the behemoth firm’s three main divisions that include its Solutions and WealthTech business lines.
Interestingly, the firm had separately announced a week ago one of its new platforms aimed at a mainstream wealth management audience.
Just in June, Envestnet CEO Bill Kreiger announced a major restructuring of the firm, reallocating all of the company’s technology, products and services into these three new business units, after more than two years of planning and preparation.
Part of the June announcement were four acquisitions, mostly made as separate subsidiaries, including Yodlee (acquired in 2015), Harvest (formerly Trizic), Abe.ai and Truelytics, as well as internal technologies under Envesnet Analytics. merged and rebranded as Data and Analytics.
Farooq Ferchichi, who joined Envestnet from insurance carrier USAA in March 2021, heads the division.
With Monday’s announcement, Envesnet made a special “new vision” at the Money 20/20 personal finance conference, where in addition to the release of the firm’s Wealth Data Platform for wealth management firms, it told the world about two other “DPs.” ,” Banking and Technology, plus two new “solutions” and many partnerships.
Solutions included a dedicated SME portal (on banking and technology platforms) and extensive partnerships from payments (VoPay) to identity (Deduce).
It’s hard to tell how new they are compared to repackaging the same services that were available before.
It’s an indication that the firm is continuing to expand and build its offering, despite rumors in February that the company was “exploring its options” and a potential sale.
Recall that the firm claims to serve more than 100,000 advisors, 46 of the 50 largest wealth management and brokerage firms and more than 500 of the largest RIAs, and 16 of the 20 largest US banks.