FMG and Catchlight Partner to Give Financial Advisors an “Easy Button” to Deliver Personalized Prospect Communications

FMG and Catchlight Partner to Give Financial Advisors an “Easy Button” to Deliver Personalized Prospect Communications

AI-driven insights surface compelling content tailored for each lead, accelerating business development.

In a turbulent market environment, financial advisors need sustainable growth through predictable business development efforts. Investors need advisors who understand their unique financial goals and challenges. Meeting both needs head-on, Catchlight and FMG have partnered to enable financial advisors to leverage data-driven insights and intelligent content to deliver a personalized lead engagement strategy for growth. Catchlight users can now quickly match their leads to suggested, relevant content from FMG’s robust library, jump-starting engagement efforts and allowing advisors to tailor their communications to each lead.

Catchlight’s lead insights engine, fueled by 2.5 billion data points from institution-grade partners, enriches the profiles of advisors’ leads with deep demographic data and highlights those who are most likely to become clients based on AI trained on more than 100,000 successful conversions. Advisors can then draw on these unique insights to deliver more personalized outreach.

Catchlight’s collaboration with FMG builds on these data-enriched profiles, matching more than 500 emails, blogs, social posts, and articles within FMG’s content to the key attributes of specific leads. A prospective client’s age, income, likely planning objectives, and additional traits will signal Catchlight to suggest FMG content related to those traits. The integration allows advisors to conduct data-driven, personalized marketing, which according to McKinsey can lift revenues by 5 to 15%, and increase the efficiency of marketing spend by 10 to 30%.

“This partnership is extremely powerful for advisors,” said Scott White, CEO of FMG. “Customers of both platforms can capitalize on Catchlight’s AI-driven insights to prioritize prospects and uncover their unique interests, as well as click a button enabling advisors to launch marketing communications personalized to each prospect leveraging the FMG library. This is a game changer and addresses a major pain point for advisors.”

When an advisor decides to reach out to a lead, Catchlight surfaces headlines and brief summaries of FMG content aligned with that lead’s key characteristics. Each piece of content is tagged with a keyword system that clearly shows advisors why that content is pertinent to each lead, based on their profile within Catchlight. The summaries direct advisors to the FMG platform, where they can track and coordinate their marketing campaigns.

“We built Catchlight to answer two questions for advisors: ‘Who should I reach out to first? How do I personalize my pitch?” said Yelena Melamed, co-founder, and head of product at Catchlight. “Our integration with FMG amplifies our ability to answer the last question and gives advisors an easy entry into the ever-expanding content resources of a digital marketing leader.”

For more information on our partnership visit

Joel Bruckenstein
Joel Bruckenstein
Joel P. Bruckenstein, CFP®, is Publisher of the T3 Tech Hub (formerly the T3 newsletter) and the producer of the Technology Tools for Today (T3) Advisor Conference, the only annual technology conference for independent advisors, as well as the Technology Tools for Today (T3) Enterprise Conference. He also hosts other technology summits in partnership with thought leaders in the financial services industry (e.g., Brian Hamburger of MarketCounsel) and his own by-invitation-only fintech summit every summer. In 2020, Bruckenstein will produce for the first time a new one-day intensive called T3 Cyber University. Bruckenstein is an internationally acclaimed expert on applied technology as it relates to the financial service industry. He is the co-author of three books: Virtual Office Tools for a High Margin Practice, Tools and Techniques of Practice Management, and Technology Tools for Today’s High Margin Practice. Bruckenstein’s monthly technology columns appeared in Financial Advisor magazine and Financial Planning magazine for many years. In addition, he works in tandem with industry influential Bob Veres, publisher of Inside Information, to produce an annual technology survey for the financial planning community. Bruckenstein accepted the fifth annual Leadership Award bestowed by Bob Veres' Insider's Forum, a conference that brings together the leading figures of the financial planning profession during a main stage presentation at the Insider's Forum held September 6-8, 2017 in Nashville, TN. Bruckenstein has for more than twenty years advised financial service firms of all sizes on improving their technologies, processes and workflows. For more information about Joel Bruckenstein and the services his firm offers, please visit

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