Financial advisors are increasingly influenced by the digital experience provided by asset managers when selecting the one they work with, according to a recent report.

Among asset managers, Fidelity Investments ranked first for its digital experience, according to the report. It was followed by Franklin Templeton Investments, Putnam Investments, PIMCO and Hartford Funds, SS&C Technologies Holdings says.

Two in five millennial advisors say they would be persuaded to go with an asset manager if they were recommended content relevant to their needs and interests, SS&C says.

However, only 11% of firms incorporate personalization to deliver more relevant content on their website home pages, according to SS&C’s survey of 582 financial advisors and analysis of 54 asset managers’ websites, LinkedIn and Twitter accounts and email handling.

Almost all next-generation advisors read emails on their smartphones daily, but emails from only 5.4% of the firms analyzed didn’t require resizing to be legible on iPhones, SS&C found.

“A growing number of today’s advisors are digital natives, and they are raising the bar for online digital experiences,” Lee Kowarski, vice president and head of data science and distribution solutions at SS&C, says in a statement.

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