LPL Financial announced Thursday the firm is revamping its service center and user experience for its network of 17,000 advisers as the broker-dealer undertakes a “major modernization” of its technology.
The firm’s newest tools — including live chat and AI-based interactive voice response — are designed to evolve its service center from what was historically a “generalist call center,” according to LPL managing director Dayton Semerjian.
“This is the beginning of a major customer care, adviser experience transformation and the first piece that we're laying down are these omnichannel capabilities," he said.
Live chat, call back requests and interactive voice response routing are all new tools to enhance LPL Financial’s ClientWorks platform. Notably, the firm leverages Nice inContact Cloud software for its IVR routing, which voice-directs advisers to the appropriate service professional based on their specific needs, Semerjian said.
Currently, the new tech tools are live for 6,000 advisers, and LPL Financial plans to roll out to the rest of its network through the summer, Semerjian said. “We’re going through specific cohorts of our advisers to ensure that as we onboard a new set of advisers that they feel comfortable with the technology and that appropriate management is in place.”
Moving forward, LPL Financial is expecting to add more enhancements to its service center with the goal of matching the firm’s customer experience with that of organizations outside financial services, Semerjian said.
“Look at Apple, Amazon, Google and even Disney — when we think about customer experience as a goal and design point we want to deliver, we're making sure that we have the best capabilities not necessarily just from inside the industry, but from all industries,” he said.
To that end, Semerjian says his focus will continue to zero in on curating digitally savvy solutions that are scalable.
Catch-up contributions, required minimum distributions, and 529 plans are just some of the areas the Biden-ratified legislation touches.
Following a similar move by Robinhood, the online investing platform said it will also offer 24/5 trading initially with a menu of 100 US-listed stocks and ETFs.
The private equity giant will support the advisor tech marketing firm in boosting its AI capabilities and scaling its enterprise relationships.
The privately backed RIA's newest partner firm brings $850 million in assets while giving it a new foothold in the Salt Lake City region.
The latest preliminary data show $117 billion in second-quarter sales, but hints of a slowdown are emerging.
Orion's Tom Wilson on delivering coordinated, high-touch service in a world where returns alone no longer set you apart.
Barely a decade old, registered index-linked annuities have quickly surged in popularity, thanks to their unique blend of protection and growth potential—an appealing option for investors looking to chart a steadier course through today's choppy market waters, says Myles Lambert, Brighthouse Financial.
