Drive-Through Advice

Drive-Through Advice

The mass affluent aren’t worth a planner’s time, right? New technology is upending that assumption and opening up entire new markets to forward-thinking advisors.

The mass affluent market has always puzzled financial advisors, at least from a business perspective. It’s simply more efficient (and often more profitable) to advise a single $2 million account than ten $200,000 ones. Too many clients, each with unique demands and complexities, stretch an advisor’s resources thin.

Yet competition for the high-net-worth client is fierce,says Stacey Haefele, CEO of HNW, a financial services marketing and technology group. “With

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