San Francisco-based Salesforce.com Inc. announced on Tuesday that it’s introducing its first client relationship management (CRM) system specifically for the financial services sector, which has been designed to help advisors connect with the millennial generation of investors.
“Today’s investors want a much different relationship with their advisors than their parents had,” says Simon Mulcahy, senior vice president and general manager of financial services with Salesforce, in a statement. “They want someone who understands them and engages them on their terms. Salesforce Financial Services Cloud sets advisors free from administrative tasks and gives them the modern tools they need to supercharge their relationships.”
The Salesforce Financial Services Cloud application, which is currently available for previews with general availability slated for February 2016, includes the ability for advisors to access the app from any device so they can respond to clients’ questions while they are away from the office.
Salesforce is also touting its “Advisor Today” homepage feature in which advisors can check information from client accounts; access market insights, such as financial news stories; and develop a to-do list that will include reminders to follow through on leads and other tasks.
In addition, client profile pages will collect information from financial accounts and discussions concerning goals in one place. The client profiles will also store details about clients’ family members to help advisors manage intergenerational relationships.
The new product also includes a portfolio-rebalancing tool; integration with an advisor’s core back-end systems, such as asset management and portfolio management; and an account aggregation platform that allows advisors to see a full picture of their clients’ finances.