Huntington National Bank launches InvestCloud’s ‘Find My Advisor’ technology

By Edlyn Cardoza

InvestCloud, one of the global leaders in digital financial transformation, announced that Huntington National Bank has launched Advisor Connect, a branded digital experience built on InvestCloud’s Find My Advisor technology. Huntington is a subsidiary of Huntington Bancshares Incorporated, a $179 billion asset regional bank holding company headquartered in Columbus, Ohio.

Retirement savings, insurance concerns, and financial planning can feel overwhelming without a financial advisor who understands your unique needs. Huntington now offers Advisor Connect, a digital platform that allows customers to shop for and connect with the right Huntington financial advisor. After answering a few questions, users are shown a tailored list of advisors whose interests and specialty areas align with their financial needs, personal interests, and preferences for collaborating remotely or in person.

“Connecting our customers with the right advisor is essential to providing an outstanding experience for our customers,” said Michael Robinson, Huntington’s Director of Wealth Management. “Our partnership with InvestCloud delivers on our vision to be the leading ‘people-first, digitally powered’ bank and puts the customer at the center of the experience.”

Developed in collaboration with Huntington, Find My Advisor is an API-based application that integrates seamlessly into an existing online banking experience. It uses customisable questions and logic to make the process of finding an advisor intuitive.

Answer a few questions—current financial assets and future goals, personal and philanthropic interests, in-person or virtual meetings—to see a tailored list of compatible advisors with either Huntington Private Bank or Huntington Financial Advisors, a Huntington affiliate. Wealth managers and financial institutions like Huntington can deepen existing customer relationships through Find My Advisor while helping clients plan for and achieve their long-term financial and investment goals.

“Developing empathy with a client for effective communication and planning—either in person or digitally—is a must for any wealth manager,” said Will Bailey, Chief Strategy Officer at InvestCloud. “So being able to connect the right client to the right advisor is essential for long-term, multi-generational retention. Find My Advisor, the InvestCloud app behind Advisor Connect, does just that, helping to secure clients and convert them at scale.”

“This app also speaks to how we approach innovation at InvestCloud,” Bailey further explained. “We work hand in hand with our clients to develop the precise functionality they need and in a way that works seamlessly with the brand. We’d like to thank Huntington for going on this journey with us.”