Investment Product and Service Launches

Prudential Retirement launches digital managed advice platform; Northern Trust enters alliance with IHS Market; Broadridge Financial Solutions and Third Economy create ESG advisory service; and more.

Art by Jackson Epstein

Art by Jackson Epstein

Prudential Retirement Launches Digital Managed Advice Platform

Prudential Retirement, a business unit of Prudential Financial Inc., has unveiled Advice and Income Engines at Prudential, a next-generation digital managed advice platform powered by NextCapital.

Advice and Income Engines provides defined contribution (DC) plan participants with access to retirement planning and personalized portfolio management, designed to help them generate a source of income for retirement. The service is expected to go live in the first quarter of this year, with several key features that will follow its launch.

Never miss a story — sign up for PLANADVISER newsletters to keep up on the latest retirement plan adviser news.

“More than 100 million Americans rely on a defined contribution plan as the foundation for a secure retirement,” says Harry Dalessio, head of institutional retirement plan services at Prudential Retirement. “Incorporating a managed advice solution that supports understanding of income needs in retirement is especially critical during times of market volatility. Additionally, many Americans are unsure about investing and retirement decisions and prefer the convenience of getting professional financial advice through their trusted employer-sponsored defined contribution plan.”

“We are excited Prudential has selected NextCapital’s managed advice platform to help power personalized advice and retirement planning to its 3.2 million retirement savers through their workplace retirement plans,” says Rob Foregger, executive vice president and co-founder of NextCapital. “Prudential is in a unique position to help shape the future of the $8 trillion defined contribution market, which is increasingly focused on meeting consumer demand for more customization through large-scale technological innovation.”

Northern Trust Enters Alliance with IHS Market

Northern Trust has entered into an alliance with IHS Markit, provider of the thinkFolio multi-asset class investment management platform.   

The certified integration between thinkFolio and Northern Trust’s middle office outsourcing platform will provide opportunities for both firms to offer mutual institutional clients innovative solutions and services leveraging one another’s strengths across the investment value chain.

“The theme of front-to-back solutions continues to be prominent, as institutional investors are asking their middle and back office counterparties for increased control, transparency and workflow efficiency across the post-trade segments of the securities transaction lifecycle,” says Brett Schechterman, managing director and global head of thinkFolio at IHS Markit. “We are advocates for Northern Trust’s Whole Office open architecture and interoperable ethos and look forward to matching thinkFolio’s cross-asset class strength, flexibility and managed service with the strength of Northern Trust’s middle office solutions to deliver further operational alpha for our clients.”

Broadridge Financial Solutions and Third Economy Create ESG Advisory Service

Broadridge Financial Solutions Inc. and Third Economy have launched an environmental, social and governance (ESG) advisory service. This new service, leveraging proprietary data, will help corporate issuers and asset managers improve sustainability strategies while effectively positioning their ESG programs with stakeholders.

“Companies are making corporate responsibility initiatives part of their business strategy as more retail and institutional investors raise ESG concerns and seek the long-term performance advantages and benefits of ESG-focused businesses,” says Dorothy Flynn, president of corporate issuer solutions at Broadridge. “Investors and other stakeholders are increasingly looking at ESG disclosures as a fundamental expectation, driving the need for additional connectivity between companies, investors and other stakeholders.”

This new ESG advisory service combines Broadridge’s data, technology and communications expertise and Third Economy’s proprietary methodology for systematically evaluating companies’ sustainable investment efforts, enabling clients to move from strategy through execution to communication.

The service benchmarks ESG efforts to peers and industry best practices to identify areas for improvement. It also aligns ESG capabilities with emerging frameworks and standards, such as the Sustainability Accounting Standards Board (SASB), Carbon Disclosure Project (CDP) and the Task Force on Climate-Related Financial Disclosures (TCFD). Other services include creating policy and program developments, metrics for measuring performance, and ESG and sustainability reports; calculating carbon footprints; and helping asset managers align corporate ESG strategies with product development.

Broadridge further assists issuers and asset managers in transforming their investor communications by optimizing print while accelerating digital and paperless adoption.  

Northern Trust Grabs Equity Stake in EDS

Northern Trust has reached an agreement to take an equity stake in Equity Data Science Inc. (EDS), a cloud-based analytics platform that provides decision support tools to asset managers for idea generation, portfolio construction and risk management. 

The deal integrates EDS’s decision support tools with Northern Trust’s core technology platforms to provide solutions to institutional investors across the globe. The investment is an extension of Northern Trust Whole Office.

“Northern Trust continues to focus on helping clients maximize the value of their data in order to optimize performance,” says Pete Cherecwich, president of corporate and institutional services at Northern Trust. “Institutional investors need to drive efficiency and transparency and embed data-driven feedback into their investment decisionmaking. By partnering with EDS, we provide our clients with access to enhanced technology that helps them make the right, repeatable and measurable decisions in the quest to achieve alpha.”
 
The EDS decision-support and analytics platform is designed to support the processes of active, institutional investment managers. Capabilities include research management; idea generation screening; portfolio construction and optimization; risk management; and order generation.

“We look forward to the opportunity to work with Northern Trust to bring greater productivity and performance to the front office,” says Greg McCall, president and co-founder at EDS. “As asset managers seek to maximize alpha, it is crucial that they are able to streamline processes, reduce errors and make faster and more informed decisions.”

Facebook Shares Ad Tips for Advisers

With online advertisements, advisers have an opportunity to reach younger people who are interested in finance topics.


Younger adults are increasingly inquiring about financial wellness strategies, according to findings from Facebook.

Ken Johnson, industry manager of financial services at the social media conglomerate, noted during a recent webinar hosted by Broadridge Financial Services that more young adults are interacting with finance-related topics.

Never miss a story — sign up for PLANADVISER newsletters to keep up on the latest retirement plan adviser news.

According to Johnson, finance subjects such as investing, planning for taxes and debt management are gaining five times more interest than the average topic. “People are talking about this content more than golf, soccer and hockey combined,” he said.

Seventy-two percent of people in the 18 to 34 age demographic want a master class in financial planning while 68% would prefer a “back-to-basics” approach that includes online communications. Fifty-two percent are interested in learning about financial strategies through personal, short stories, according to the research.

Johnson offered tips for financial advisers looking to market their services on online platforms, especially on Facebook. First, advisers must understand their competition—it’s not just other advising and consulting firms. “You’re competing against personal family members,” he said. “It takes more to stand out in that feed than simply having an organic presence.”

Advising firms will have to generate demand and find ways for potential clients to discover them as a business. For firms that are unsure of where to get started, there are resources on how to enhance ad spaces. Facebook Blueprint, for example, offers free online courses on selecting the right ad objective while targeting select audiences. Other guides and resources, including Google Ads, have risen in popularity as more clients are willing to engage online.

Those advisers who don’t have the time to launch a marketing platform might want to connect with marketing professionals who specialize in targeted ads and will post regular video or status updates, thought leadership pieces, etc., Johnson added.

Once advisers decide how they want to use online and mobile resources, they can begin to build creative content. One of the most impactful advertising formats on Facebook is carousel ads, Johnson said. These posts combine multiple images, videos and sources into one ad that consumers can swipe through. The idea behind carousels is to reduce friction while maximizing screen time. “They provide snippet content in an era where there is an influx in overwhelming information,” Johnson explained.

Modern video formats, including Facebook Watch, Facebook Stories and live streams, are more engaging than traditional ads since they use sound and motion. For example, hosting a live stream on Facebook, Instagram, Twitter, TikTok, etc., connects people because it mimics face-to-face contact with the ability to ask and share questions. This is incredibly crucial during a pandemic when in-person engagement is scarce, Johnson added.

As an added bonus, after they host a live event on Facebook—which the platform calls Facebook Live—advisers can create “post-Live seminars,” where participants and clients can connect with an expert, Johnson said.

When advisers have video promotions, they can shorten or extend their advertisements depending on which platform they’re using. While Facebook Live or other live streams allow advisers to engage with audiences for a couple minutes or a couple hours, if they use stories (offered on Facebook, Instagram and Twitter), they have just seconds to get their message across.

“Take longer content and break it down to bite-sized chunks,” Johnson recommended. “Being able to digest it down to 15 seconds worth of content is most effective for you and your messaging.” 

Johnson also suggested advisers consider using lists (i.e., saving for retirement, back to school spending, debt management), polling advertisements and “playable ads,” which provide interactive previews and can make complex topics, including finance, more approachable.

«