Asset manager Invesco says that its partnership with Anthropic, announced earlier this week, will have a big impact on advisors’ referral efforts.
On Tuesday Invesco announced a connector for Anthropic’s Claude for financial advisors, joining the growing list of companies in the wealth management space that are working with the AI heavyweight.
“It is about supporting the advisor to be more effective with their client,” Vanessa Touma, Invesco’s chief operating officer for Americas distribution, told InvestmentNews at Schwab IMPACT in Boston. “In this case, we’re starting with referrals.”
“The connector allows us to bring in our practice management capabilities, specifically our referral method,” she added. “Our referral method represents research-based language around how to approach a client on referrals.”
The latest raft of Anthropic partners comes just six weeks after the AI specialist launched Claude for financial advisors with some of the biggest names in the wealth management industry, such as Charles Schwab and Dynasty Financial.
Also this week, J.P. Morgan Asset Management’s subsidiary, 55ip, FINNY, CAIS, and Conquest announced their own connectors for Claude for Financial Advisors.
Referrals from clients, friends, or family members account for 54.2% of new clients for advisors, according to research released by Cerulli Associates earlier this year.
“Referrals really are about growth,” said Touma. “Referrals tend to be the number one way that advisors drive growth.”
Speaking at the Future Proof festival in California last month, industry thought leader Michael Kitces said that 43% of consumers find their way to an advisor because they asked friends and families for a referral.
Kitces’ 2026 Marketing Study found that about a quarter of consumers find their way to an advisor through an event or networking gathering, while about 20% find an advisor through a third party that they trust, such as an attorney or an accountant.
“What AI tools am I using? They need to be clear on that,” said Brock Sutton of Capital Group.
“There’s an opportunity to really help advisors understand these new asset classes,” said T. Rowe Price’s Bill Cashel.
InvestmentNews traveled to Boston, Massachusetts, to cover Schwab's annual conference. All coverage can be found here.
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