Advisor Intent Trends

January 2022

Discovery Data Advisor Intent Indices are the leading measure of financial advisor buying intent, tracking changes in advisor interest on specific industry topics over time.

The Advisor Intent Indices are exactly what many might have expected for January. Following huge volatility in the market, advisors saw large cap equities and bonds devour most of their focus. While equities were mostly flat, much of the attention shifted into bearishness on large cap stocks. Bonds saw a notable pickup as significant jumps in yields made advisors anxious. Finally, the overall focus on equities and bonds significantly sapped advisors' mindshare on practice management.

About Advisor Intent Indices
Advisor Intent Indices empower product distributors, recruiters, marketers, and data scientists with highly accurate first-party information on industry-level and advisor-level intent in near real-time. Co-developed by Discovery Data and AdvisorTarget, Advisor Intent Indices use a scoring model to compare advisors’ overall engagement with financial news to individual engagement, providing month-to-month trends for gauging changes in advisor interest. With a range from 0 (no interest) to 200 (overwhelming interest), the score indicates the level of interest on each topic the indices track.

Discovery Data’s website publicly tracks four Advisor Intent Indices on Practice Management, Commodities, Equities, and Bonds, and reports a monthly news summary on the changes. Clients can subscribe to Discovery Data’s Intent Trends to access Advisor Intent Indices on over 40 topics and subcategories. Custom topics are available upon request, and pre-qualified leads within each index can be delivered through Discovery Data’s Intent Signals.

Contact us to learn how Discovery Data can empower your teams with financial advisor intent data.