Securities America, a wholly owned subsidiary of Ladenburg Thalmann Financial Services Inc. (NYSE: LTS), has provided its affiliated advisors with a compliant process to use Instagram for social media marketing.
“Instagram offers tremendous potential for advisors who want to build their business by reaching social media and tech-savvy audiences, in particular millennial and younger investors,” said Janine Wertheim, chief marketing officer and senior vice president of Securities America and president of Securities America Advisors. “Many next-gen advisors see it as a ‘must-have’ platform for both establishing new client relationships and engaging more deeply with the clients they already serve.”
According to Pew Research Center, approximately 64 percent of U.S. adults 18 to 29 use Instagram, a social media platform focused on photos and videos, as do 40 percent from ages 30 to 49. Pew also notes that, aside from Facebook, no other social media platform is used by more Americans under 50.
Securities America noted that Instagram was one of the most frequently-requested marketing tools by its next-gen advisors – a demographic that currently includes about one in six of all advisors affiliated with the firm.
William O’Donnell of AVH Invest in Victor, New York – the first Securities America advisor to use Instagram for his business – sees tremendous value in the new platform.
“With trillions of dollars of family wealth expected to transfer to younger generations in the next eight to 10 years, it’s crucial to be a presence in the online spaces in which young investors spend so much of their time,” he said. “That demographic is overwhelmingly on Instagram. In fact, some of my biggest clients are active there.”
Securities America provided advisors with compliant texting capabilities in January 2018 and already permits advisors to leverage Facebook, LinkedIn and Twitter.
Securities America is one of the nation’s largest independent advisory and brokerage firms, with more than 2,600 independent advisors and more than $86 billion in client assets as of December 31, 2018.