The firm said it has seen an increase in “engagement versus traditional” online marketing efforts, highlighted by the fact that click-through rates of its “United Source” digital newsletters have almost doubled since partnering with Vestorly. On the client side of the campaign, there is a 52 per cent open rate and 24 per cent click-through rate.

The newsletters aren't focused on the markets and portfolio performance, but are skewed toward "human" content to engage clients and prospects on a much more personal level. For example, last week's email featured: "The best states to retire in are a little surprising," "4 Procrastination Mistakes," and "This Is What Makes Most Executives Want to Cry."

Through Vestorly, content from across the web can be gathered and personalized by advisors for a group or individual. Essentially, the firm will create profiles of prospects based in part on their social media usage to create individual digital newsletters. 

“While several areas of the investment advisory business have been commoditized, we believe that the client experience and the guidance we deliver are aspects where we can stand out and add value,” said United Capital’s chief executive, Joe Duran.

“We see personalized content as the next generation in online engagement,” said Gail Graham, United Capital’s chief marketing officer. 

"United Capital has become a 'role model' and first-mover on a few fronts: digital/targeted marketing and next-gen," April Rudin chief executive and founder, The Rudin Group, told Family Wealth Report. "For advisors who are not especially tech-savvy or have the time to execute, this strategy will speed the plow for United Capital at a firm level as well as an advisor level."

Rudin added: "Advisors are struggling with how to hold onto babyboomer clients while reaching out to the new next gen of wealth.  This approach allows them to accomplish this through the same means.  This helps the balance with new client acquisition vs client servicing."

United Capital has approximately $9.73 billion in assets under management and 47 offices in the US.

Vestorly is a technology firm that helps wealth managers in the areas of content marketing and client acquisition strategies