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This Team Is Using COIs to Multiply Growth Opportunities

Advisors tend to invest marketing dollars into areas rife with opportunity, for the obvious reason that that’s where they’re most likely to see results. With that investment, most areas of opportunity can be mined little by little, as they help to convert new leads or encourage more referrals.

Empowering a network of COIs, on the other hand, can increase those growth opportunities not just by degrees, but by orders of magnitude. That’s why this BMO team decided to equip each arm of their COI network with a tool to convert more leads.

How It Works

Our team designed a flexible digital marketing piece that captured the client advantages of the BMO team’s partnership with private and commercial banking specialists. For each banking COI, we adjust key segments of the piece to present them alongside their wealth management partners, through a process that is cost-efficient for our client, yet has a premium feel for their banking partners.

The finished collateral is used by each COI partner in discussions with high-net-worth individuals who have complex financial needs, so they can see the full depth of their financial services team.

Growth Advantages

For this bank-affiliated team, every potential COI is a wellspring of potential clients. Because this joint COI branding piece is a tangible advantage, it helps our clients pursue an important goal—securing new COI partnerships in order to multiply new client opportunities.

The most high-value clients are often those who require a network in order to meet their needs, so the growth advantage of this joint branding strategy is about not just the quantity, but also the quality of new relationships.

Next Steps

We’re working with the team to equip their current COI partners with the prospecting piece, and to pursue new relationships within commercial banking and other specialized fields.

This joint COI branding will be used by the BMO team in tandem with an arsenal of branded tools designed to showcase their value for various client types.

Ultimately, these are important steps toward their broader objective: to build out their COI network, empower each strategic partner to refer, and maintain a turnkey process to secure these new opportunities.