MassMutual expands alternatives shelf

The essence of MassMutual Wealth Management’s approach lies in a commitment to understanding and addressing the evolving needs of its clients. Vaughn Bowman, the head of wealth management, emphasizes this by highlighting recent steps to enhance its product offerings.

“We’ve doubled our menu of alternative investment options in the past year,” he said, responding to the growing demand for private market activity and alternative assets. This expansion reflects a deliberate strategy to provide flexibility and choice, including unique opportunities like bitcoin allocations in model portfolios, a feature driven by client requests.

“While it may not be for everyone,” Bowman explained, “having that choice available is important.”

This adaptability extends to internal operations, where streamlining client interactions is a priority. A key initiative, dubbed “making it easier,” aims to reduce points of friction across the customer journey.

“We’ve focused on eliminating forms, cutting duplicative data entry, and ultimately giving back time to advisors and their clients—100,000 hours this year alone,” Bowman said.

Scaling a rapidly growing organization while maintaining service excellence presents challenges, particularly in a risk-averse industry like wealth management. Bowman attributes success in this area to responsiveness and talent acquisition.

“Having talented people makes a ton of difference,” he noted, underscoring investments in hiring external experts to elevate service levels. However, he rejects the idea of siloing customer experience responsibilities into a single team.

“We view this as a job for the entire organization, not just one department.”

One of the defining aspects of MassMutual's approach to aligning with evolving client expectations is its reliance on feedback from advisors. This “low-tech” listening strategy ensures that the organization remains attuned to what’s working and what’s not.

“Our advisors act as listening posts,” Bowman said, calling attention to the critical role they play in shaping the company’s strategic direction. MassMutual has also embraced digital tools, such as its investor portal, Investor360, to offer clients a comprehensive view of their assets.

“We’ve seen enormous growth in its adoption,” Bowman remarked, attributing this success to meeting a clear client need.

Despite these advancements, Bowman acknowledges the challenges that come with balancing tradition and innovation in a heavily regulated sector. The key to overcoming these obstacles, he believes, lies in proximity to the client experience.

“Can you get close enough to truly understand what’s going on?”