Technology shapes strategies and drives results in the ever-evolving wealth industry. In our recent interview with Teresa Leno, CEO and Founder of Fresh Finance, we discussed why it’s critical for marketers to think forward and license marketing technology (Martech) now to seize opportunities in early 2025 and stay ahead of the curve. She explains why making Martech buying decisions in the 4th quarter sets the tone for 2025 advisor marketing success.
Early Adoption
By licensing Martech now, wealth organizations can benefit from early adoption – a critical marketing technology advantage in today’s fast-paced digital world. Early adopters often have the opportunity to influence the development of these emerging technologies, ensuring they are tailored to their organization’s specific needs and objectives.
“Licensing Martech now enables marketers to access integrated tools to increase efficiency, enhance customer engagement, and drive revenue growth. Given the rapid pace of tech innovation, waiting until later in 2025 to invest might mean missing out on the game-changing capabilities your competitors are leveraging,” says Leno.
She further explains that equipping yourself with advancing Martech can help future-proof your organization’s marketing strategy. As client behavior evolves and the digital landscape becomes more complex, accessing new technology will be essential for staying relevant and identifying client expectations and needs.
AI
Artificial Intelligence (AI) has propelled Martech to new heights. Through AI-powered platforms, marketers can streamline operations, automate routine tasks, and deliver personalized experiences at scale—all of which are key drivers of modern business productivity. If you’re not already harnessing the power of AI in your marketing strategy, licensing Martech with AI capabilities can help you get ahead.
Leno adds, “We have AI capabilities in our platform through our integration with Wealth Management GPT for marketing professionals to create content. While our editable content is inside our platform, organizations that desire to create their own can benefit from this tool, trained on redlining words and offering compliant alternatives.”
Data and Insights
Remember, data is at the heart of marketing. Collecting, analyzing, and acting on various data is a powerful tool to help marketers understand client behavior.
“Our latest tool is deeper analytics, which helps marketers understand which type of content performs best and predict future content topics. This data enables advisors to understand which articles clients read as it forms client-interest trends. They can then use this information to reach out and start conversations with them.
All organizations must tap into these vast data pools and harness their full potential to gain a competitive edge. Furthermore, data validates spending so CMOs can justify their budget, headcount, and ROI,” adds Leno.
Cost advantages
From a practical perspective, licensing Martech early through a platform provider like Fresh Finance can offer significant cost advantages. By paying for one Fresh Finance license, organizations can access premium tools and technologies without the hefty upfront costs usually associated with purchasing such software outright. This can free up capital to invest in other business areas, boosting the organization’s overall growth and profitability.
Leno comments, “We already have integrations in our software like UpContent for third-party articles. Organizations can leverage this integration, which is already included in their cost and ready to use on day one.”
Marketing team benefits
Licensing Martech early can help CMOs upskill themselves and their teams, ensuring they’re well-equipped to navigate the digital landscape of 2025. With technological change accelerating, organizations must provide employees with the skills to keep pace.
Leno comments, “Organizations should allow marketers to attend conferences and pay for them and courses related to their job function. When organizations invest in training and better Martech, they invest in their marketing team, advisors, and clients by providing them with a better experience.”
Another area where marketing teams can benefit from new Martech is by reducing ‘swivel chairing.’ Leno describes swivel sharing as requiring signing on to multiple Martech platforms without connectedness, which wastes human capital and complicates ROI measurement.
“Investing in emerging enterprise Martech solutions can promote internal collaboration. Teams can collaborate more seamlessly with integrated platforms, leveraging shared data and insights to drive better outcomes,” she says.
In conclusion, there are myriad reasons why organizations should license marketing technology now for use in 2025: cost efficiencies, improved experiences, enhanced data capabilities, and the opportunity to get ahead of competitors.
Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.
