Hearsay uses AI to recommend content advisors can post on social media

Hearsay Systems has a new feature that financial advisors can use to curate and manage compliant digital content they can share on social media.

The new Content+ module on Hearsay finds content across the internet and curates it into thematic collections such as “529s,” “retirement planning” or even “sports.” A firm or advisor can define topics and parameters that are important to the business — such as hierarchies, geographies and compliance rules — and automatically produce any number of collections.

Baked into Content+ is an artificial intelligence engine that learns from audience engagement, user interests and what posts have been successful for others to make recommendations tailored to each user. Similar to the way Netflix recommends new shows based on a viewer’s preference, Content+ will offer up new content for advisors to post on social media based on what has been successful in the past, said Hearsay Systems CEO Mike Boese.

“Tailored, relevant and timely content is the lifeblood of a social marketing program, but it’s not always easy to do well at scale or in full compliance,” Boese said in a statement.

Hearsay is used by 225,000 financial services professionals across wealth management, asset management, banking and life insurance, a company spokesperson said. Its customers include BlackRock, Charles Schwab, Morgan Stanley and New York Life.

Hearsay has also partnered with Jasper, a generative AI company, to bring in AI-created content that fits with a firm’s compliance requirements. Jasper can recommend image captions, content summaries or even write a full article that advisors can tweak and use on social media.

“Jasper has distinguished themselves as one of the fastest-growing companies among the generative AI space,” Boese told InvestmentNews.

For any given query, Jasper can select from a range of models — including OpenAI’s new GPT-4 — and enhance it to include optimizations set by the user. This functionality helped it stand out to Hearsay among others on the market, Boese said.

“We evaluated their capabilities and found them to be very robust,” he said. “Their user interface and experience, we felt, was quite compelling. We also heard from our customers and how they were testing and starting to think about Jasper.”

Content+ is another example of advisor fintech companies quickly bringing generative AI applications to their products following a wave of mainstream interest in the technology. Also this week, Catchlight, a fintech designed to help advisors convert prospects into clients, announced that it can pull data from the profiles it create on an advisor's leads and generate prospecting emails.

“Our AI-generated emails let advisors do something that might have seemed impossible only a few years ago: automating personalized outreach that is similar to a thoughtful, handwritten note,” Catchlight co-founder and head of product Yelena Melamed said in a statement.

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