Financial advisors have a "clear preference for live interaction" when it comes to marketing content from fundsters, according to new research from the folks at a consulting ally to asset managers.

Patrick "Pat" Newcomb Fuse Research Network Relationship Manager

Pat Newcomb, relationship manager at Fuse Research Network, revealed last week that FAs most commonly find live marketing content effective, as opposed to written or pre-recorded content. That finding comes from a March 2025 survey of nearly 550 advisors.

58 percent of FAs told the Fuse team that live conference calls are "effective" or "highly effective." And 57 percent described live webinars that way.

"Advisors are flooded with outreach every month, but only a few interactions truly resonate," Newcomb tells MFWire in an emailed statement. "Based on a separate survey question about shaping their perception of a firm, advisors reinforced that live, personal connections matter most. Conference calls with specialists and engaging speakers at company events topped the list."

Meanwhile, no form of non-live content was seen as effective or highly effective by much more than two -fifths of FAs: prerecorded webinars and videos got that rating from 41 percent of advisors; recorded podcasts got it from 33 percent; text-based content (like blogs and articles) got it from 32 percent; and pre-recorded conference calls came in last at 26 percent. 

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