As the world becomes more digital, financial services firms are turning to Martech (Marketing Technology) and CRM (Customer Relationship Management) to build smarter, data-driven content ecosystems. These are the foundations for personalisation, dynamic interactions that deepen client relationships and drive long-term growth.
In a recent episode of Hub’s The Growth Engine podcast, Leanne Barnham, Global Head of Marketing at Brooks Macdonald, talked about how her company transformed their CRM to improve client engagement. This is a great example of how Martech and CRM are the foundation for growth and lead to more advanced content ecosystems like Vanguard 365 where content and client data come together to create next-level personalisation.
Building the Foundations: CRM as a Growth Driver
Financial services firms often have fragmented data, especially when they have multiple CRM systems. This was the case at Brooks Macdonald where Leanne’s team had seven separate CRM systems, making it difficult to unify client interactions and data. By consolidating these into one Salesforce solution, Brooks Macdonald had a “single source of truth” where both marketing and sales teams could work from the same data.
This centralisation simplified data management and drove growth by allowing the marketing and sales teams to make data-driven decisions. With a well-integrated CRM system, the firm was able to personalise client interactions, increase efficiency and reduce missed opportunities. Leanne’s experience at Brooks Macdonald shows how financial services firms need to start with the basics of CRM and Martech to enable future growth.
Without a CRM foundation, personalisation is limited and client relationships become fragmented. Centralising data is the first step to building smart content ecosystems that lead to deeper engagement.
Vanguard 365: Next Level Smart Content Ecosystems
On top of Martech and CRM, Vanguard 365 is the next level of smart content ecosystems. More than just a portal for financial advisers, Vanguard 365 is a dynamic, data-driven ecosystem that delivers personalised learning experiences supported by continuous data capture and analysis.
Vanguard 365 captures data on adviser interactions – which CPD modules they engage with, how often they revisit content and their learning progression. The platform uses this data to create a journey for each adviser and recommends the next best content based on their behaviour and preferences.
The system is real-time so advisers receive content that is always relevant to them. This enables them to develop professionally and service their clients better. By giving advisers flexible, personalised education, Vanguard 365 strengthens adviser-client relationships and creates a ripple effect that improves the overall financial advice ecosystem.
Vanguard 365 is a prime example of how client data can be used to deliver next-level personalisation in the financial services industry. Its smart content ecosystem uses data not just to inform but to evolve the user experience into a dynamic learning environment. This shows how content and client data can turn static platforms into smart, value-driven ecosystems.
Key Takeaways: Martech and CRM for Smart Content Ecosystems
Brooks Macdonald and Vanguard 365 have shown us:
- Centralise Data for Consistency: At the heart of every smart content ecosystem is a well-integrated CRM. Consolidating CRM systems into one platform means all teams are working from the same data and creating a seamless client experience and deeper personalisation.
- Build Smart Content Ecosystems: Vanguard 365 shows how client data and content can be combined to create a dynamic ecosystem. By analysing user behaviour and preferences, firms can deliver highly personalised experiences that evolve over time. Next-level content delivery deepens engagement and long-term loyalty.
- Automate Client Interactions: Data-driven automation allows firms to nurture leads, personalise outreach and qualify opportunities without manual intervention. Brooks Macdonald’s use of Salesforce shows how automation frees up sales teams to focus on high-value interactions; Vanguard 365 uses automated content recommendations to keep advisers engaged.
- Deliver Personalised Experiences: Personalisation is no longer an option – it’s an expectation. Smart content ecosystems allow financial services firms to deliver timely, relevant content that builds trust and strengthens relationships with clients.
Client Relationships on Steroids with Smart Content Ecosystems
Smart content ecosystems like Vanguard 365 show Martech and CRM aren’t just about operational efficiency – they’re about next-level client experiences. By combining content and client data and automating interactions, financial services firms can create value-added experiences that deepen engagement, drive growth and differentiate themselves from the competition.
At Vanguard 365, data-driven personalisation has turned the platform from a static resource library into a dynamic learning environment that evolves with each user’s needs. This is the kind of future thinking financial services firms need to do to stay ahead and maintain strong client relationships.
Conclusion: Martech & CRM for Smart Content Ecosystems
Martech and CRM systems like Salesforce aren’t just about operational efficiency; they’re the building blocks for smart content ecosystems that deliver personalised, value-added experiences. Financial services firms that invest in these systems can better understand their clients, personalise their marketing and create stronger, longer-term relationships.
At Hub, we help financial services firms build smart content ecosystems that combine data, content and automation. We worked with Vanguard 365 to create a dynamic data-driven learning platform for financial advisers. By using client data the platform tailors each adviser’s learning journey so content is personalised, timely and relevant. We played a key role in developing the platform’s content strategy and advised on how to use data insights to create evolving adviser-focused learning paths.
Whether it’s building CRM infrastructure, automating marketing campaigns or designing platforms that personalise user experiences, Hub works with clients to enhance their Martech. Our approach means firms don’t just keep up with the digital world but lead the way in next-level client engagement. At Hub, we think smart content ecosystems are the future of financial services marketing and we can help firms get there.
Listen to The Growth Engine episode with Leanne
Read or watch the Vanguard 365 Case Study
