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Saturday, February 17, 2024

Nitrogen Needs to Give Rising Advisors Their Time Again

In Could, Nitrogen rolled out a device that enhances human capabilities for shopper communication, content material creation, analysis and extra.

“Synthetic intelligence can shorten the time to do issues that you simply’re already doing,” Craig Clark, chief advertising and marketing officer of Nitrogen, instructed ThinkAdvisor in an interview.

Nitrogen AI, a digital advertising and marketing content material assistant, as the corporate dubbed it, initially was powered by OpenAI’s GPT-3.5 Turbo, now upgraded to GPT-4.0.

The device stems largely from a survey of 1,000-plus monetary advisors that the corporate performed final spring. 

It discovered that “corporations which are rising at a hyper-growth fee — 21% yearly — actively market their corporations and companies. 

“They create a number of engagement mail,” Clark mentioned within the interview.

Now, greater than 600 advisors are utilizing Nitrogen AI, accessible to the agency’s prospects by subscription.

“AI provides you time again, permitting you to do advertising and marketing at scale,” Clark mentioned. It allows advisors to “attain out to shoppers extra typically and extra persistently.”

Nitrogen’s AI device can create first-draft content material of selling letters and newsletters, as an example, which the monetary advisor then edits and customizes.

An attention-grabbing function, Clark mentioned, is “tone customization,” which personalizes the advisor’s type or model.

“Some corporations or people need to current a extremely conservative, staid form of perspective of their advertising and marketing communications,” he added. “Others may be speaking with, say, tech firm CEOs who may recognize somewhat lighter tone.”

On the drafting board is one other main use of Nitrogen AI: serving to advisors prepare for shopper and prospect conferences.

“Our analysis finds that a large period of time is spent on assembly preparation,” Clark mentioned. “So shortening that will be useful when it comes to rising shopper satisfaction and getting extra referrals.”

ThinkAdvisor just lately interviewed Clark, who was talking by cellphone from British Columbia, Canada, the place he’s primarily based. Listed here are excerpts from the interview:

THINKADVISOR: Are you able to describe Nitrogen AI?

CRAIG CLARK: It’s not an e-mail advertising and marketing engine or a advertising and marketing program. It’s a content material assistant to assist advisors develop content material to ship by means of e-mail or social media or different channels they may use in advertising and marketing.

It generates first-draft content material you may personalize. It takes the job of making advertising and marketing from agonizing hours and days right down to only a few seconds.

And the advisor can put their very own spin on it.

Can advisors simply say to it, “I need to write a advertising and marketing letter to my shoppers”?

They actually might try this. We’ve skilled [this tool] on monetary advisor content material we’ve produced through the years.

So the advisor might say, for instance, “I’d wish to create an e-mail on [subject], and I need to attraction to younger [prospects] in Memphis.”

Our device will arrange that e-mail in seconds.

Nevertheless it creates solely the primary draft. So the advisor must edit it earlier than sending it out?

That might be our steerage. For positive, you’d need to learn it and really probably customise it and tailor it to a sure state of affairs.

There might even be a compliance layer that should assessment it earlier than you ship it to shoppers.

Please clarify the way it permits customers to pick a tone of voice for his or her communication.

It’s very a lot a couple of private type or model. Some corporations or people need to current a extremely conservative, staid form of perspective of their advertising and marketing communications.

Others may be speaking with, say, tech firm CEOs who may recognize somewhat lighter tone.

How does your device obtain that?

It chooses completely different phrases and completely different mixtures of phrases. If the subject is retirement financial savings, say, it would [generate] completely different examples primarily based on the diploma of conservatism that you simply need to have within the draft.

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