Snappy Kraken and FMG, two leading wealth tech names with a focus on marketing, are rolling out new capabilities to better help advisors with their organic growth efforts.
On Tuesday, self-styled "martech innovator" Snappy Kraken officially announced the launch of its Smart Growth Suite, a platform designed to streamline lead conversion and simplify marketing workflows.
According to the company, the firms who've gotten to use the suite so far have reported improvements in lead conversion ranging from 20% to more than threefold.
The Smart Growth Suite's competitive edge comes from integration, as it aims to replace disconnected tech stacks by combining features typically spread across CRMs, content hubs, and automation tools.
Its main feature, Dynamic Groups, lets advisors do client segmentation based on variables such as age, gender, or investable assets, allowing advisors to make personalized outreaches without requiring manual list management.
“Individual advisors are constantly challenged to compete with larger firms that have more resources to invest in marketing technology,” Robert Sofia, founder and chief executive of Snappy Kraken, said in a statement on Tuesday. “Our Smart Growth Suite levels the playing field – equipping firms and advisors with intelligent automation, always-on segmentation and powerful analytics – all without the heavy lift.”
The system includes compliance-ready features and admin-level controls for enterprise and mid-size firms. It automates outreach from initial contact through client conversion, offering what Snappy Kraken describes as a full-cycle solution for lead management.
The firm also took the opportunity to announce that Cheryl Nash, president of APL at InvestCloud, has joined its board. Nash brings more than three decades of experience in financial technology and wealth management.
Her appointment, along with the Smart Growth Suite, will also be unveiled during Snappy Kraken's Jolt! conference in Nashville, Tennessee running from Monday until Wednesday..
Meanwhile, FMG is leaning into artificial intelligence with three tools aimed at content creation, compliance, and platform support.
The new offerings – Overwatch, Sidekick, and Muse – are being rolled out in phases through this year.
Among numerous features, FMG described Sidekick as an AI compliance assistant that flags language likely to draw scrutiny from internal review teams. It also provides instant suggestions to help advisors revise content before submission. The firm teased other upcoming features planned to launch this year, including policy risk scoring and one-click correction tools.
“Overwatch helps reduce compliance friction so advisors can move faster while giving compliance teams confidence that every submission has been pre-screened,” Dave Christensen, chief product and technology officer at FMG, said Tuesday.
Sidekick is designed as an in-platform support tool with a conversational interface. Effectively designed as an AI copilot, it draws from FMG’s knowledge base, blogs, and webinars to help advisors solve issues and apply marketing strategies on demand. Future versions will include scheduling tools and performance tracking.
Finally, Muse, expected later this summer, will assist advisors in drafting personalized emails, blogs, and social media posts based on an advisor’s tone, goals, and target audience. FMG plans to add a “voice print” feature for consistent brand alignment across all content.
Susan Theder, chief experience and compliance officer at FMG, described Muse as "a game-changer [that] saves advisors time while helping them create marketing that is strategic, effective, and distinctly theirs."
The announcement of the new features comes shortly after FMG expanded its partnership with Osaic, extending its role in powering Osaic's myCMO engine for all advisors across the hybrid RIA's independent, W2, and institutional clients.
As part of the expanded partnership, Osaic said it will also adopt FMG's Enterprise Analytics dashboard, allowing it to assess return on investment from marketing efforts based on marketing adoption, how campaigns are performing, and advisor engagement.
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