Snappy Kraken Launches AI-backed RIA Enterprise HubSnappy Kraken Launches AI-backed RIA Enterprise Hub
The advisor marketing firm also revamped its individual advisor campaign app, with CEO Robert Sofia touting a more robust marketing platform to flow from enterprise level to individual advisors.
Snappy Kraken, an advisor marketing firm, is using artificial intelligence to help bolster a new enterprise-level marketing hub and revamp its individual advisor marketing campaign app as it seeks to grow its enterprise client base.
The Florida-based firm’s Enterprise Hub is designed for registered investment advisors, broker/dealers, and independent marketing organizations to create campaigns that can be scaled for firmwide efforts and individual advisors. The hub can also incorporate regulatory compliance needs, lead generation, client onboarding and results tracking.
Snappy Kraken CEO Robert Sofia said the new platform follows an enterprise solution launched last year for firms to create and execute marketing initiatives. Feedback from users and the use of AI technology to power text, images, scheduling and data analysis helped shape the new platform.
“We launched the Enterprise Hub in partnership with a lot of clients who are enterprises,” Sofia said. “We found that they had the desire to have even more flexibility, but also to have control and flexibility at the enterprise level to an even greater degree.”
Sofia said that marketing executives at RIAs are often limited in how they publish content, which involves doing so at the firm level and then again for each advisor. The new system allows a marketer to “build something once and then push it down to the advisor, giving them total control to see how it is working,” and then make adjustments, he said. If used properly, an RIA's full pipeline should be able to be operated through the Hub once it is synced to its customer relationship management tool.
Sofia said enterprise clients are important for Snappy Kraken as a growing market. When the firm started in 2016, it focused on individual advisors, but now, about 25% of its revenue comes from about 200 enterprise clients. The firm has about 7,000 individual advisor clients, making up 75% of the revenue.
In addition to the Enterprise App, the marketing firm revamped its Campaign App for individual advisors. AI automation allows advisors to launch personalized marketing campaigns with fewer steps, minimal training, and the ability to track and adjust results.
Sofia said the focus on efficient and impactful marketing campaigns has become crucial for RIAs at both the enterprise and advisor levels, as organic growth is harder to come by but essential for firms.
“There is a real challenge with organic growth in the RIA space,” he said. “Some firms have cracked the code, but most have not.”
He said if a firm gets 80% of its revenue from the top 20% of advisors, the marketing tools can help scale their successful practices to the full team.
“Use the playbook that works with the best advisor and replicate it to all advisors,” he said. “The firm has larger goals, and the advisor has goals—this allows them to tailor things to fulfill both sides.”
