Before getting into details about Opus, a state-of-the-art dream home in Beverly Hills, and a prime example of how many get it wrong when it comes to marketing to the high net worth, we need to warn you. You probably shouldn't watch this video at work, and definitely not around the kids. Not because the subject matter is too "adult," though it may be, but because of the way it uses an embarrassment of cliches and late night cable-inspired images to signify high net worth and luxury without any self-awareness of how ridiculous it comes across, and how little it matches the values the likely buyers it is trying to reach. The home at 1175 N. Hillcrest Road features Roberto Cavalli flooring, a 15-seat curved theater with JBL Synthesis Audio, two massive bars that include WineStation — a gourmet show kitchen with an iPad-controlled coffee machine and Longhi doors in suede and embossed leather, according to LAist.com. It also comes with all the furniture, cars and art (estimated to be worth $2 million) pictured in the video, but the girls are not included. Luxury PR firm, The SOCIETY Group, created the controversial video. In an interview, CEO Alexander Ali described some of the inspiration behind the making of the video: "We were inspired by Beyonce's visual albums and wanted to do something really high art," he said. "It's a sexy house with incredible views that exudes a alluring vibe which is what we wanted to capture with the video." If the house sells, it will be in spite of the marketing, not because of it.
Ladenburg Thalmann Financial Services, which serves a network of 4,000 advisors, has launched a new subsidiary, Ladenburg Thalmann Annuity Insurance Services, to provide marketing strategies, product expertise, and back-office processing for fixed and equity-indexed annuities. Such products have come under regulatory scrutiny, and Ladenburg wants its advisors to be confident in the way the products are delivered. For example, under the proposed Department of Labor fiduciary rule, the department had included fixed annuities in its prohibited transaction exemption, which would have cleared the way for the sale of fixed annuities under an exemption to the fiduciary rule. But fixed annuities were not part of the PTE in the final rule. “Our new, comprehensive platform gives advisors access to annuities from a range of sources, ensuring that fixed and equity-index annuities are delivered in a way that serves the best interest of the client,” said Richard Lampen, CEO, president and director, Ladenburg Thalmann Financial Services.
TradePMR, a Gainesville, Fla.-based brokerage and custodian for independent RIAs, announced new integrations with technology firm FinMason. Advisors can now access FinScore Pro, a visual risk tolerance assessment program, directly through TradePMR’s Fusion advisor desktop or the EarnWise mobile platform. TradePMR said advisors could use the assessment to automatically introduce a recommended portfolio. Advisors will also get access — again through both the TradePMR desktop and mobile platforms — to a suite of APIs from FinMason that will provide institutional-grade investment analytics on publicly traded investments.