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Cetera Partners With Hearsay; Advisors Can Now Compliantly Text Clients

We’re delighted to share that Cetera, a leading network of independent firms supporting the delivery of objective retail financial advice, is rolling out Hearsay Relate, our new solution that enables advisors to compliantly text and call their clients and prospects from one dedicated business number. The rollout to all of Cetera’s network firms is expected to conclude this August.
In a press release issued today, Cetera chief marketing officer Michael Zuna said, “Texting is a high-priority communication tool in both our personal and business lives. Studies show that we respond faster to text messages than any other type of outreach. Our new texting solution is another example of Cetera understanding what advisors need to be successful and stay connected with their clients. … We are excited to team with Hearsay Systems, a proven leader in promoting client engagement in our industry.”
Hearsay Relate’s powerful supervision and compliance features – including the ability to to monitor, archive and access complete text threads, as well as block all inappropriate or risky text messages before they are sent to clients – were a critical consideration for Cetera. According to the press release, the “texting solution is fully compatible with [Cetera’s] existing electronic archiving system, enabling the storage of all messages in a manner consistent with FINRA regulatory guidelines.”
In addition to “conforming to the highest possible standards of security and regulatory compliance,” Hearsay CEO and founder Clara Shih noted that with Hearsay Relate, Cetera advisors can “leverage time-saving features like pre-built workflows that automate common industry-specific tasks,” including pre-scheduling annual review reminders.
Zuna concluded, “Cetera’s new texting solution provides our advisors with a crucial tool for increasing transparency and connection to their clients. Today’s announcement builds on a foundation of consistent and seamless communication designed to deepen the relationships our advisors have with their clients.”
We look forward to a long-term partnership with Cetera, and to advance their mission to help their advisors develop meaningful, trusted client relationships!
Related:

New Hearsay Study: Are Financial Advisors Sharing the Right Social Media Content?

Hearsay’s exclusive focus on the financial services industry provides us with an unprecedented amount of data on the digital activities by financial services firms and their advisors. One of the things that excites our team the most is uncovering new insights from our proprietary data, and using that to develop highly industry-specific features, tools and best practices recommendations for our customers that map to the business outcomes they care about the most.
I’m proud to share our new benchmark Social Media Content Study, which aims to go beyond how advisors use social for business and looks at what social media content is actually resonating with their followers, clients and prospects.
In all, our customer success and data teams analyzed approximately 3.4 million posts from 77,000 advisors using our Advisor Social platform to determine:

  • What types of content are most popular with advisors?
  • What content actually drives engagement (prospect and client touch points) from their followers?
  • How can corporate or field marketing teams, as well as advisors, better optimize their content mix?
  • What differentiated content trends are we seeing for the wealth management, life insurance, and property and casualty insurance verticals?

What did we find out? Here are some top-level key results:

  • Corporate content is suggested the most by corporate (45 percent), but receives relatively low publishing rates in the field (26 percent). Takeaway: Corporate and field marketing teams invest a lot of resources to share and promote branded content, but advisors aren’t posting it.
  • Lifestyle content is suggested the least by corporate (23 percent), but has the highest engagement rates from advisors’ followers (48 percent). Takeaway: A small pool of lifestyle content for advisors to choose from/share limits their ability to present their personal authentic self, which their followers like to see.
  • Advisors seek out and publish industry-related content the most (42 percent). Takeaway: Advisors look to social media to show off their financial expertise.

What can corporate and field marketing teams do to improve their programs and optimize their content mix?
We outline four best practices in the report, but on a more strategic level, corporate teams need better alignment with the field and consumer preferences, as well as a strengthened connection between social media and core business outcomes.
This can be accomplished by:

  • Leveraging data to improve content mix. (We recently launched a new offering called Hearsay Content, which helps marketing teams enhance their advisor content libraries with lifestyle and industry content from well-respected sources.)
  • Automating general social publishing for advisors. This allows marketing teams to do what they do best (informed by data), and frees up advisors to focus on higher-value, 1-to-1 client interactions that are more likely to lead to sales-oriented conversations.
  • Guiding advisors on what to do next once a touch point is made on social – e.g., automated suggestions to follow up with a contact on a more personal channel like email or text, with additional content or a call-to-action that is personalized to that contact.

I highly encourage you to download the full Social Media Content Study for additional data points, including specific trends for the wealth management, life insurance, and property and casualty lines of business.
If you’re a current Hearsay customer, your customer success team can provide detailed, prescriptive recommendations on how to improve your advisor content libraries and help increase your publish and engagement rates. We’re ready and eager to help!
Related:

A note from Abhay Rajaram, VP of Customer Success at Hearsay Social

AbhayRajaramHello world!
It’s already been a quarter since I started my gig at Hearsay Social–time sure does fly when you’re having fun! I’d love to introduce myself as well as give you a sneak peek into some exciting initiatives that we’re kicking off on the Customer Success team.

Journey to customer success

My journey into the world of customer success is quite the adventure story. Growing up in India, I experienced computer programming for the first time in 5th grade: a “Hello World” program I wrote in BASIC. I was hooked!
I pursued this passion with a degree in computer science and a job as a software engineer in the early days of the technology wave in Bangalore. A few years later, I found myself more and more intrigued by the business dynamics of Silicon Valley, and I knew that nothing invigorated me more than being in front of customers, prospects, and thought leaders.
My next challenge came when I transitioned into product management. I credit IronPort (acquired by Cisco in 2008) for empowering product managers like myself to truly be “CEOs of their products,” for that was one of the best learning experiences of my career. Then came YouSendIt (renamed Hightail in 2013), which is where my customer success story began. I spent every moment at YouSendIt helping build and grow our enterprise business–building the product, marketing and selling it, and then enjoying the early successes with big brands like Coca Cola, Nike, JWT, Clorox, and many others.
But I quickly realized that the initial sale is just a beginning in the world of SaaS. And so customer success was born.
I’ve thought long and hard about what I wanted to do after the incredible results my customer success team delivered at YouSendIt. I love running a business and see myself doing just that in the future. Traditionally, business leaders have risen through the product ranks or led successful sales teams. The rise of B2B SaaS, however, has forced us to rethink everything. And customer success, while still in its infancy as a discipline, is in many ways the center of it all. When executed well, customer success can (and will) be one of the most strategic arms of a SaaS company. Suffice it to say, I believe that the next wave of business leaders will have more than its fair share of customer success executives.
Hearsay Social superhero

Customer success at Hearsay Social

I’m honored and excited to be a part of the Hearsay Social team. If you’re in the job market, you likely have a little checklist that represents your ideal opportunity. I did too, and I must say: Hearsay Social didn’t just meet the criteria, the company blew me away!
Here’s why:
It all starts with the team. That’s what defines the culture, the leadership, our core values, and a sense of happiness. Next, the business opportunity needs to pass the back-of-the-envelope sniff test, which Hearsay Social did easily. Third, I wanted to be at a company where I could “be a multiplier” and help take the business to where we are confident it will be. We have an incredibly strong foundation and we’re ready to take customer success to the next level. Fourth on my list was a personal mission: to learn something new every day. I may not yet be an expert in social media or financial services, but the company has made a bet on me, and I intend to repay this trust with everything that I have. This speaks volumes about our culture too: we back our people to scale new heights, even if it’s a new mountain we’re asking them to climb.
We have a good thing going in Customer Success at Hearsay Social. Across implementation services, customer success management, customer support, training, and education, we’ve established an exceptionally strong foundation thanks to some of the very best customer success professionals around (you know who you are!); and, as a result, we have developed methodologies and processes customized for the financial services market.
Most importantly, I have personally experienced the passion for Hearsay Social directly from customers. You simply cannot fake that or make it up. This foundation gives us an opportunity to take customer success to the next level. Digging deeper on customer engagement, enabling users to progress along a customer maturity scale, creating customized education paths, partnering with CXOs on the their digital strategies, delivering value-based ROI analyses, partnering internally to drive our product and company vision–the list goes on, and I can’t wait for us to start digging in.
It’s a great time to be at Hearsay Social and I’m delighted to be a small part of something special. (And yes, we’re hiring – check out our careers page.)
Until next time!
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