J.P. Morgan Wealth Management was formed in late 2019 as the firm’s new brand for existing U.S. consumer investments businesses. With over 5,000 total advisors based in our Chase branch network, advisors providing remote assistance, and boutique advisors serving ultra-high net worth clients, the business set out to improve brand awareness of our suite of capabilities. As the world shifted in response to the COVID-19 Pandemic in early 2020, our digital strategy became even more critical to capturing the attention of our prospect audience and familiarizing them with J.P. Morgan Wealth Management.
Our advisors are the first point of contact with our clients, building relationships with each one. They embody our brand values and purpose in their interactions. LinkedIn’s audience study found that 55% of retail investors find social media interaction important to their relationship with their advisor.1 Enabling advisors to use LinkedIn offers them opportunities to deepen relationships with existing clients, connect with prospective clients, and share relevant content to build their digital brand on the platform.
In our regulated industry, compliance and supervision is a critical piece of our program. Onboarding our advisors to a third party social selling tool helped establish a compliant environment for advisors to leverage the power of social media.
In response to these brand, compliance and business growth goals, we set out to expand our Advisor LinkedIn Program by 400%+ since the beginning of 2023. Advisors in our program benefit from a growing library of approved content, mix of media types, and access to LinkedIn Sales Navigator for premium lead generation capabilities.
Our Wealth Management Advisor LinkedIn Program began with only 50 advisors from just one sub-line of business in 2020. Each year, our pilots grew to include more advisors across all advisor types and regions. In 2023, we created a strategy to scale our onboarding process which had been entirely manual. By implementing a working group including Supervision, Practice Management, Access Management, Digital Education Resources, and our program management team, we found areas of opportunity to simplify our onboarding tasks to improve speed and volume. This included assisting thousands of advisors with editing their profiles to compliance in a timely manner. As our program continued to grow, we also enhanced our program controls, standards and supervisory oversight, providing the resources and education needed to help ensure our advisor population and partners understood program requirements.
Once onboarded, advisors have the ability to share pieces from our library of content that drive to our article content hub, The Know. These articles share relevant and timely information that our clients and prospects may find interesting or relevant to their specific situation and needs. They also are the home base for our Contact Us lead generation forms. Prospective clients can fill out a Contact Us form to be matched with advisor services based on their needs.
We encourage our advisors to become their own social media expert to deepen their engagement in the program. We launched a monthly social media newsletter filled with social media best practices, important reminders and relevant content to share with their network. We spotlight top users (based on the most content shared each month) to celebrate their dedication to the program. We not only host one-on-one trainings but also encourage advisors to join our monthly office hours where they can ask questions or see demonstrations. Our training sessions also expanded to our controls and supervision teams along with our third party social selling vendor to help them better understand their responsibilities and reasonable supervision.
The content library contains social-first, creative media that is native to the LinkedIn environment. We have created a unique, yet brand-aligned look and feel for our social media content. With the launch of our J.P. Morgan Wealth Management brand LinkedIn page in early 2023, the Advisor LinkedIn Program content blends seamlessly and creates a 360 degree environment on the platform for our brand. We deepened our investment in video with support from our Multimedia team to encourage a lift in engagement beyond static content.
Select advisors in our program utilize LinkedIn Sales Navigator for enhanced prospecting. Our program management team along with our LinkedIn partners coach advisors on achieving the best workflows to employ in the tool to target, organize and contact leads via direct message. We expanded access to Sales Navigator by 42% in 2023 to support business growth in an era where cold-calling tactics are largely behind us across all industries.
The Know content hub: https://www.chase.com/personal/investments/learning-and-insights
Program expansion and advisor adoption to our advisor LinkedIn program was our primary Key Performance Indicator in 2023. We onboarded nearly 2.5k advisors in 9 months, with 63x more advisors onboarded by the end of the year from our initial 2020 pilot. With the vast majority of advisor and field leaders onboarded , our advisor LinkedIn program has exited the early pilot stages and become a crucial part of our advisor marketing strategy and compliance environment.
As our program expanded, so did our content-related metrics. We continued to increase the amount of content available to our advisor population and determined a content strategy that catered to our various advisor types and their unique needs. This led to an increased amount of publishes and engagements on content shared to our advisors’ LinkedIn pages. We expect to see these metrics, as well as Earned Media Value (EMV), to continue to increase with nearly 4,000 advisors accessing our content library.
Our LinkedIn program adds value beyond brand awareness and social media engagement. Advisors using Sales Navigator have continued to increase the amount of net new money since inception. With the introduction of quarterly surveys, program management has been able to gauge the accuracy of net new money earned and ROI of these premium licenses better each year.
The Wealth Management Advisor LinkedIn Program became the largest Social Selling Program at JPMorgan Chase & Co. due to our expansion efforts in 2023. Our vast library of content, dedicated advisor support model, and business results have created a reputation across the firm for the value and success of employee LinkedIn use.
J.P. Morgan Wealth Management is a business of JPMorgan Chase & Co., which offers investment products and services through J.P. Morgan Securities LLC (JPMS), a registered broker-dealer and investment adviser, member FINRA, and SIPC. Insurance products are made available through Chase Insurance Agency, Inc. (CIA), a licensed insurance agency, doing business as Chase Insurance Agency Services, Inc. in Florida. Certain custody and other services are provided by JPMorgan Chase Bank, N.A. (JPMCB). JPMS, CIA and JPMCB are affiliated companies under the common control of JPMorgan Chase & Co. Products not available in all states.
