April Rudin is a recognized expert in marketing to high-net-worth clients. She discusses how different attitudes towards technology can negatively impact firms. "Digital immigrants" who view technology as an expense rather than investment fall behind competitors and lose talented younger employees who expect up-to-date tools. Rudin argues technology generates revenue by improving client reporting, marketing, and speeding processes. Firms should upgrade from the "if it's not broke" mentality to see technology as a competitive investment.

1. Technology:
A Revenue
Generator, Not An
Expense Item
RIA Summit West, March 26-28, Colorado Springs

2. April Rudin
April Rudin is the founder of The Rudin Group, a
wealth marketing firm that helps financial services
firms attract the high-net-worth clients they deserve.
A recognized expert in UHNW/HNW financial services marketing:
Frequent public speaker for groups such as the Family Office Exchange (FOX), Tiger 21, and
industry conferences.
Frequent contributor to Huffington Post, Family Wealth Report and many other publications on
wealth, next gen and technology.
Chair of HNW Advisory Board for the HFA (Hedge Fund Association).
Member of Advisory Board for PAM (Private Asset Management).

3. Which Are You?
Digital
Immigrant Digital Native

4. Digital Immigrants
Born before existence of digital
technology.
Adopted use of e-mail, smart phones,
etc. late in career.
Still may not be using social media.
(Why not?!)

5. Their Attitudes Toward
Technology
“If it’s not broke, why fix it?”
“The last thing we need is another
expense.”

6. Digital Natives
Grew up using digital technology.
Never known a work environment
without e-mail, video conferencing, etc.
View social media as an integral part of
their personal and professional life.

7. Their Attitudes Toward
Technology
“I need the latest tech tools to stay ahead
of my peers and the competition.”
“Technology is an investment.”

8. Why There Are Problems
 Digital immigrants tend to hold senior positions at firms.
Resulting Problem #1: The “technology is an expense”
mentality infects the entire firm, which leads to:
Problem #2: The company is light years behind the
competition in terms of technology and operations, and
Problem #3: Talented, tech-savvy younger workers
leave for better opportunities.

9. I Know What You’re Thinking
“My clients haven’t complained yet.”
“Having better technology would be nice
but we can’t afford it.”

10. A Shift in Perspective
“Technology is
an expense.”
must become
“Technology is
a revenue
generator.”

11. What Tech Can Help
Client Reporting
Tech tool: 3D Printer
Aesthetically pleasing client
reports
Something new to show to clients
Tech tool: Client apps
Mobile reporting
Tech tool: Better CRM
software
Segmented and targeted
marketing and client reporting

12. What Tech Can Help
Attracting New Clients,
Keeping Current Clients Happy
Tech tool: Social media
training for staff
Maintain regular contact with
current and prospective clients
Create a “web persona”
Tech tool: Better web site
News flash: Your current web site
may be a turnoff.

13. What Tech Can Help
Speeding Up Processes
Fact: Better technology leads
to smarter, faster work.
Thus, it saves money.
Ask yourself : “What’s my
hourly rate?”
Need an example? Generating
client reports via CRM software
versus Excel spreadsheet.

14. Your Choice
“Hey, It Still Works”
Mentality
• Results in patched-
together, mismatched
infrastructure.
“Technology = Investment”
Mentality
• Makes you look like a
leading-edge firm.

15. Time for An Upgrade
“To improve is to change; to be
perfect is to change often.”
– Winston Churchill

16. Q&A + Discussion

17. Thank You!
Contact:
april@TheRudinGroup.com