Case Study: Hamilworth Mutual Funds accelerates advisor sales with Equisoft/analyze for wholesalers

How a Top Wholesaler Accelerated Sales Through Product Positioning

Hamilworth Mutual Funds, a financial services firm, faced the challenge of their wholesalers struggling to engage top advisors. Advisors, acting more as business consultants for their own clients, were no longer interested in traditional product pitches and expected wholesalers to provide significant value to help grow their practices. To address this, the firm partnered with vendor EquiSoft to implement its Equisoft/analyze for wholesalers platform.

The solution involved using EquiSoft's analytics tool to reframe the sales approach. Wholesalers offered to analyze advisors' model portfolios and provide optimization recommendations, positioning themselves as tech-enabled business consultants. This new value proposition was highly successful; in a trial, it engaged 80% of the advisors approached, far more than the traditional method. It also deepened relationships, led to new asset placements, and established a systematic process for long-term growth, making EquiSoft's implementation a game-changer for the wholesaler.

Hamilworth Mutual Funds