• Tweet
• Share
• Email

• Tweet
• Share
• Email

In the 12th annual survey of websites for financial advisors, kasina found a number of attributes that describe the websites that do the best job of solving the needs of financial advisors. Engaging, useful resources and accessibility are key.

Who ranks at the top of financial advisor websites?

At the top of kasina’s 2010 list  best websites for financial advisors are BlackRock, John Hancock Mutual Funds and Fidelity U.S. Investments.

Since the survey was last run in 2009, out of the top 3, only Fidelity improved in the rankings, moving from #5 in 2009 with a score of 74 to now #3 with a score of 81:

Engaging, useful resources and accessibility are key attributes of a good financial advisor website:

According to kasina, in order for an advisor website to differentiate it must:

1. Provide a wealth of engaging content such as thought leadership, and  portfolio manager commentary. Optimally, the type of content will be tailored to the financial advisor, utilizing website analysts to base content recommendations on an advisor’s location, mix of business and products.
2. Website resources will be readily available, such as education tools, retirement savings calculators and transition tools, to help advisors leave their current firm and go independent.
3. Allow advisors to extend information and make it portable to other sites. This is especially important in the web 2.0 ecosystem of content sharing, social media and user-generated content (‘UCG’).

In summary, what matters most when it comes to financial advisor websites? —
help the advisor look good with their clients and prospects.