Mercer Advisors eyes tech-powered organic growth

National RIA aims to enhance advisor-client matching with Catchlight's advanced analytics and personalization tools.

A prominent national registered investment advisor is looking to enhance its advisors’ organic growth capabilities through a strategic technology partnership.

Mercer Global Advisors Inc. is partnering with Catchlight to integrate advanced data analytics and personalization tools into its sales and marketing strategies. Aimed at fostering organic growth through improved client engagement, this initiative leverages technology to deepen client relationships and enhance the firm’s marketing efficacy.

With more than 290 advisors across 85 offices nationwide, Mercer Advisors plans to use Catchlight’s insights for a more nuanced understanding of potential clients. The move is designed to refine the process of identifying high-value leads and enabling personalized interactions, helping advisors build trust and nurture long-lasting client relationships.

“Trust is the foundation of our client relationships,” Gary Foodim, chief marketing officer at Mercer Advisors, said in a statement. “With Catchlight’s tools, we’re able to customize our approach to better meet the individual financial goals and aspirations of our clients, demonstrating our dedication from their first interaction with us.”

Catchlight’s analytics will equip Mercer Advisors with detailed profiles of prospective clients, including their likelihood to convert and key financial characteristics. The targeted approach aims to improve the matching of clients with advisors, thus fostering more successful and meaningful engagements.

In addition to leveraging Catchlight’s technology, Mercer Advisors recently expanded its footprint through strategic acquisitions.

In December, the firm announced it had acquired Paragon Wealth Management in Jacksonville, Florida, followed quickly by the purchase of Brighton Financial Planning, which operates in New Jersey and South Carolina. Last month, it snapped up Transitions Wealth Management, a Denver-based RIA with $465 million in assets under management for more than 400 clients.

“Mercer Advisors is at the forefront of adopting data-driven strategies to enhance client engagement in the RIA space,” Yelena Melamed, co-founder and head of product at Catchlight. “We’re delighted to support their journey towards innovation and enhanced personalization.”