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Nitrogen, FMG Team Up on New Marketing Solution for Advisors

By Jeff Berman

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Nitrogen and FMG said Tuesday they entered into a strategic alliance to offer advisors a solution that seamlessly integrates the email marketing and website creation capabilities of the FMG digital marketing platform with the risk alignment, financial planning, proposal generation and client engagement tools of the Nitrogen Growth Platform.

The integration provides joint customers of the two companies with a scalable process for acquiring new clients, boosting client satisfaction, retaining clients and driving organic growth, the companies said in a joint announcement.

The news comes almost two months after fintech firm Riskalyze changed its brand name to Nitrogen to “reflect its evolution into an advisory firm growth platform.”

FMG is a software as a service company specializing in marketing software and services for financial advisors.

The new integration was made available immediately to subscribing mutual customers, the companies said, adding that the complete Nitrogen marketing toolkit, including a lead generation questionnaire, is available as a collection within the FMG all-in-one marketing and website creation platforms.

Broker-dealer advisors, solo practitioners, firm executives, marketing teams or customers of FMG’s “do-it-for-me” service can easily “leverage Nitrogen’s extensive lead-generation assets” in emails, social networks and on their websites, the companies said.

The advisory firms seeing the most growth today are “those that have mastered the art of building their brands and expanding their networks on social media, engaging prospects on their websites, and sharing valuable, relevant resources with clients,” according to Susan Theder, FMG chief marketing and experience officer.

She added: “Given time and resource constraints, achieving this is a tall order for most advisors” who don’t have a solution like the one being offered by FMG and Nitrogen.

“Firms frequently abandon marketing due to two key factors: They don’t have the time to invest in it, and the generated leads don’t convert into clients,” said Craig Clark, Nitrogen chief marketing officer.

“This integration directly combats these two growth roadblocks by combining the power of professionally executed marketing with a proven process for turning leads into clients — and clients into referral champions,” he said in a statement. “We have firms experiencing more than a 90% close rate and 10% boosts in client retention.”

FMG and Nitrogen teams will showcase the combined solution live at Nitrogen’s Fearless Investing Summit, Oct. 2-4, in Miami.

Pictured: Susan Theder, FMG chief marketing and experience officer.

Jeff Berman

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