Edelman Financial Engines increases advisor appointments 20% YoY with ON24

The financial world is complex. And, when it comes to retirement savings plans, most organizations are simply not equipped with the financial expertise needed to advise and educate employees and help explain all the nuances of different options. This creates confusion for employees and can even undermine their participation in a retirement savings program.

Edelman Financial Engines fills this financial information gap by providing ongoing guidance about retirement savings to employees through interactive, data-rich webinar series. With one-third of Americans not saving for retirement, this education is invaluable for empowering employees with financial knowledge, workforce management for the employer and most importantly, improving employee satisfaction and helping them plan for their long-term financial goals.

Boosting audience engagement was Edelman Financial Engines’ number one priority for their webinar program. That’s why the company switched to ON24® — it is the only platform that deepened engagement from end-to-end, offering the audience an interactive, compelling experience while delivering attendee insights to help the marketing team qualify leads and determine the next step. By adopting an engagement-driven webinar platform, Edelman Financial Engines believed their retirement savings education programs would make a greater impact for their clients and drive client growth.

Unparalleled Interactivity

Edelman Financial Engines knows that adults learn best when they are active participants in their education rather than passive recipients of a lecture. The interactivity features within ON24 webinars, such as polls, surveys, Q&A, and more, are an ideal way to put the audience in charge of their own experience. Edelman Financial Engines’ viewers now feel like are having an online conversation with a financial professional that’s more personalized for their needs and on their terms. Simultaneously, Edelman Financial Engines uses interactivity tools to embed calls-to-action throughout the webinar experience, such as integrating an appointment scheduler directly inside the webinar, to gain immediate results out of every event.

Efficient Scalability

Through ON24 simulive capabilities, the Edelman Financial Engines team can easily produce a larger number of webinars in a shorter amount of time, and still reach a bigger audience. Edelman Financial Engines pre-records several webinars all at once, producing a cohesive series that can be replayed with many audiences. This maximizes internal resources for Edelman Financial Engines and streamlines the presenter and production time. Once a set of webinars is complete, Edelman Financial Engines is able to reuse the same webinar content across their client base at schedule events at a time most convenient for each audience.

Because simulive enables Edelman Financial Engines to maintain the real-time interactivity of a live webinar, engagement remains high and the audience gets the same level of participation. And with each simulive event, Edelman Financial Engines can adjust the look and feel of the webinar, the CTAs and offerings for different audiences.

Content Re-generation

In addition to improving the engagement of its live webinars, ON24 also helps Edelman Financial Engines repurpose its webinars for additional campaigns. With ON24, the team takes a single, hour-long webinar and breaks it into several 7 – 10-minute videos. These learning vignettes break meaty financial services topics into digestible chunks and help enterprise clients offer ongoing financial services education as a benefit to their employees. These same vignettes are used by the Edelman Financial Engines’ sales team to engage new prospects and demonstrate their company’s services.