I received terrific feedback on my blog post about the benefits of joining NAPFA, including a few advisors who decided to sign up and have already started receiving leads. Some advisors asked if there are other helpful platforms they can leverage to boost their marketing efforts. Another option I recommend is Investopedia’s Advisor Insights platform.
If you’ve ever visited the popular financial website Investopedia, you have probably noticed that the site features advisors answering financial questions from the public. You may have wondered who these advisors are and how they became qualified to speak as experts. And what about compliance?
Many of the top advisors I work with use Investopedia’s Advisor Insights to position themselves as subject-matter experts and increase traffic to their own websites. If you regularly create content like blog posts or articles and have yet to join Advisor Insights, now may be a good time to consider the benefits.
What Is Investopedia’s Advisor Insights?
Investopedia may be the largest online source of investment information, with more than 27 million unique visitors and 60 million page views each month. Investopedia created Advisor Insights to build a better experience for the 27 million users who come to Investopedia for finance, retirement planning, and investing advice.
Advisor Insights is a free content marketing platform on Investopedia that allows financial advisors to publish thought leadership articles and answer questions posted by the public.
The program is designed to spark relationships that benefit both financial advisors and Investopedia’s community of online users. Investors can have direct access to the expertise of financial advisors, while advisors can build their digital brand, increase exposure, and gain insight into the most common questions on the minds of potential prospects.
What Are the Benefits of Joining Advisor Insights?
The greatest benefit of joining Advisor Insights is the potential to leverage Investopedia’s reach to get more exposure. Through Advisor Insights, advisors can reach a new audience they may not have otherwise had access to.
Beyond publishing your own content, you can answer questions asked by investors. I find the questions posted by the public are helpful in understanding the concerns of prospects and creating ideas for your own marketing material. Here are a few recent questions posed on the platform:
- What are the risks of investing in my employers’ Class A shares?
- I made a mistake co-signing a private student loan for my nephew. What are my options moving forward?
- Can I roll my Roth 401(k) into a Roth IRA?
- What should I do with a whole life insurance policy given to me by my parents?
Whenever you answer a question on Advisor Insights, your website URL will appear next to your profile image so you can get more traffic to your own site. This can help improve your search engine optimization over time.
Who Can Join Advisor Insights?
Any financial advisor in the U.S. can apply to join Advisor Insights and the platform is free to use without any commitment requirements. Once you apply, Investopedia reviews your licenses, registrations, designations, SEC/FINRA disclosures, and other considerations to determine your eligibility.
Is Advisor Insights Compliance-Approved?
Advisor Insights offers three types of profiles. The RIA profile is best for RIA advisors who want to answer investor questions, publish thought leadership articles, receive helpfulness ratings, and send a weekly newsletter to readers who sign up to “follow” their articles and answers.
For advisors with a broker-dealer, there are two profile options. Both are compliance-friendly, static profiles. One option allows advisors to only post compliance-approved articles, whereas the other option allows advisors to also answer investor questions with compliance-approved responses. Investopedia also has an archiving and monitoring system in place, making it easy for compliance departments to keep track of advisors’ participation on Advisor Insights.
Many broker-dealers have approved one of these two Advisor Insights profiles. Email [email protected] to see if your broker-dealer has approved participation on Advisor Insights.
How to Get Started
To apply to become a member of Advisor Insights, start the application process here. Once you’ve submitted your profile information, Investopedia will review your application. If approved, your profile will go live and Investopedia will help set you up with an orientation call.
Are you ready to join? Please keep in touch and let me know about your Advisor Insights experience by emailing me anytime at [email protected]. You can also join my newsletter to get access to exclusive marketing tips for financial advisors by clicking here! You can schedule your free marketing consultation here. You can also check out our Monthly Marketing Package or our full service list here.
Claire Akin runs Indigo Marketing Agency a full-service marketing firm serving top independent financial advisors. Claire is a former Investment Advisor Representative who holds her MBA in Marketing from the Rady School of Management at UC San Diego as well as a BA in Economics from UC Davis. It’s her goal to help advisors leverage content marketing to grow their businesses by embracing a true specialty.