Financial Advisors Adopting iPads in Record Numbers


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We are seeing financial advisors using iPads in the field in increasing numbers. Without question, the use of an iPad allows advisors to replace the piles of paper generally required at client meetings. Electronic documents are now being used to engage and present real-time “what-if” scenarios to clients, all with just a stroke of a key.

The iPad should dramatically curb situations where advisors have to run back to their office to run a set of potential outcomes for clients. Such efforts represent a loss of all-important face time moments with the client. The iPad makes the documents that somehow “didn’t make the meeting” a thing of the past.

Meanwhile, tasks that often require follow-up after the original meeting now can be accomplished during the meeting.  Additionally, if access to prior meeting notes via an advisor’s CRM or a future appointment needs to be made, iPads allow advisors to do so in the moment.

Although some may view early adopters as jumping on a “fad,” there are indications that access to this new technology may change the way client communications and meetings are handled in the future.

Putting aside the cost benefits, no copies means no cost to print the documents, and eco-friendly priorities, “green” is certainly on the minds of the affluent, early research such as that below offers evidence on why iPads are no passing trend.

The latest data available from Resolve Market Research, Citrix, Yahoo and others on iPad usage reports:

  • Roughly 39% of iPad users are women. It is well documented that a significant amount of today’s wealth will eventually be controlled by women, according to Resolve Market Research.
  • Early adopters of the iPad tended to be young professionals; between the ages of 22 to 45, with the next group of adopters being much older then might be expected, 45 and older, according to Citrix. The latter segment is crucial for advisors as they make up 56% of iPad users.
  • Yahoo has reported a high usage of Flickr, as well as Finance, News and Sports sites with iPad users. Additionally, 94% of iPad users are more likely to be affluent consumers with solid wealth and strong incomes. This is an audience ripe for investment commentaries via streaming video, blogs and commentary.
  • Whereas publications such as and are viewed from desktops from two to four minutes per month, viewership times increase with an iPad. These same titles’ iPad Apps are seeing up top 60 minutes worth of online browsing. This major shift in online viewing habits is made possible by iPads unique features in which apps provide a much more interactive, immersive reader experience.

Ultimately, the iPad is a global phenomenon that is already revolutionizing online reading, browsing and viewing habits. The new world order is delivering clients the information they want to receive in the manner by which they want to receive that information. That is the possibility that iPad brings to advisors.

Republished with author's permission from original post.

Bruce Johnston
Over the course of 25 years serving as Chief Executive Officer and President of such firms as Gartmore Global Investments, Sentinel Funds and Old Mutual Investment Partners, D. Bruce Johnston is bringing his sales and marketing expertise to a wide range of companies both inside and outside of his financial industry roots. Named Fund Marketer of the year by Institutional Investor, Bruce has built some of the country's most successful marketing programs and sales teams.


  1. The overall argument in this article seems to be the iPad allows advisors to replace traditional paper documents by having everything stored on the iPad. However, this has been done with laptops, as advisors commonly carry along their laptops to see clients. With these laptops, they can also using wi-fi or their own wireless modems access their office CRM system to as you say access meeting and appointment notes.

    I think what needs to be expressed to advisors, is the slate form of the iPad, and how it offers a more innovative culture of presenting and selling. As the statistic on GQ and Vanity show, the experience the iPad gives is more appealing than traditional paper magazine forms. And that can be applied to financial advisors, as clients will be more receptive to advisors presenting their documents or slideshows on their iPads. This can be done through visually appealing images, seamless transitioning within documents, allowing the client to interactively use the ipad while presenting and many other creative opportunities the iPad offers.

    All in all, great post, good to see people such as yourself realising the iPad is a great selling tool that many mobile professions such as financial advice should be embracing.


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