Catchlight delivers prospecting fintech to Advisors Excel

The firm provides marketing services to more than 500 independent advisors; its affiliated RIA, AE Wealth Management, will make the tool available to its advisors.

Editor’s note: This story has been revised to clarify the descriptions of Advisors Excel and its partnership with Catchlight.

Advisors Excel, which provides marketing services to more than 500 independent advisors, announced Thursday that it would start including Catchlight in its offering. AE Wealth Management, Advisors Excel’s affiliated registered investment advisor with $18.5 billion in assets under management, will also make the tool available to its advisors.

Catchlight gathers from 2,000 data points on business leads to create a unique profile that highlights specific characteristics such as estimated assets, age, income ranges, financial interests and hobbies. The technology also uses predictive analytics score the prospect’s likelihood of becoming a client.

This helps advisors prioritize which leads to chase while suggest conversation topics to give outreach a more personal touch, said Matt Neuman, chief strategy officer of Advisors Excel.

“When most prospects’ inboxes are already stuffed full of generic pitches from advisors around the nation, we stand out by showing we understand who we’re talking to and our unique value proposition to support them,” Neuman said in a statement. “Catchlight’s technology lets us accelerate and scale our ability to learn about our leads, understand their financial goals, and speak directly to those needs in a way we could never have imagined even a few years ago.”

The partnership with Advisors Excel is big win for Catchlight, which began in the Fidelity Labs fintech incubator and made its official debut at the 2022 Technology Tools for Today conference, known as T3. The company has since built integrations with big-name advisor fintechs like Wealthbox CRM and FMG Suite, but partnering with Advisors Excel will expose the technology to a significant user base of advisors.

“This is a real validation for us that our vision on organic growth is on target,” said Catchlight co-founder Yelena Melamed

[More: Fintechs finding new ways to bring AI to advisors]