Segment: Mutual Funds
Publication date: Friday, February 26, 2010
# Pages: (35 pages)

Abstract | Table of Contents

This report looks at the materials that educate investors about the Roth IRA Conversion law, and the way firms seized the opportunity to sell their own retirement products. We looked at the marketing aspects and general content of each firms’ materials relating to the IRA Conversion law.

We were disappointed to find that only 61% of firms in our coverage group addressed this new law on the public site. Most firms performed on the low end of the spectrum due to a failure to provide a solid mix of educational and promotional materials.

Firms generally did not promote their educational services or products well. Only 45% of firms in this report used homepage images to draw attention to the new law change. In addition, we found that most firms waited until at least December to begin highlighting their materials.

Firms were stronger in their educational content. Most firms offered interactive calculators to help investors decide whether or not to convert to a Roth IRA. Educational sitelets and downloadable materials were also very popular; one firm also included a streaming video.

The report includes the following key findings:

• Only 45% used images to promote education
• 55% promoted either a new or pre-existing calculator
• 45% included an educational PDF
• Only four firms developed materials before December 2009

Subjects

Education, Marketing, cross-selling

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