MAA Market Pulse · MAA Advisor Intelligence · Powered by Play Verto
The Advisor Relevance GapFind out exactly how US financial advisors want firms like yours to reach, inform and engage them.
Sponsor this MAA research and we will survey US financial advisors on the messages, content, channels and approaches that earn their attention and trust. You receive segmented market intelligence, bespoke answers to your own questions, a private sponsor briefing and a complete MAA media campaign built around the findings.
Founding Research Partner
$35,000
Exclusive Presenting Partner
$95,000
What the partnership delivers
Research You Can Use. A Campaign the Market Will See.
MAA will ask senior US advisors how they discover, assess and respond to external providers. We will turn the findings into practical commercial intelligence that helps sponsors improve their advisor marketing and sales approach, while building a high-profile campaign that positions them at the center of an important industry conversation.
01
Advisor Intelligence
Understand which messages, propositions, content formats and approaches advisors find relevant, credible or easy to ignore.
02
Bespoke Answers
Include sponsor-selected questions addressing the firm's own market, category, proposition and advisor engagement challenges.
03
Market Authority
Build the findings into an independent MAA report supported by editorial coverage, email, social media, webinars, podcasts and other campaign content.
04
Advisor Activation
Use the campaign to generate engagement with relevant advisors and provide consent-led opportunities for further communication.
Sponsors do not automatically receive personal respondent information. Personally identifiable data is only shared where a respondent has explicitly consented to further contact.
The commercial problem
The Market Does Not Have a Reach Problem. It Has a Relevance Problem.
Financial brands have more ways than ever to reach advisors, but access does not guarantee attention. Advisors are approached constantly by asset managers, technology companies, custodians, platforms, insurers and other providers. Much of that outreach is ignored because it arrives with the wrong message, through the wrong channel or without enough relevance to the advisor's business.
The Advisor Relevance Gap will identify what makes an advisor pay attention, what creates trust and what turns general awareness into a meaningful commercial conversation.
Research scope
What Will the Research Reveal?
The result will be a practical evidence base showing sponsors how to improve their messaging, content, targeting and advisor engagement strategy.
Audience and methodology
Built Around the Advisors Sponsors Want to Understand
The research is designed to reach senior decision-makers inside US advisory firms and to produce findings that can be segmented in the ways sponsors actually sell: by firm size, model, role and region.
- A six-to-eight-minute interactive research experience
- Delivered using Play Verto
- Target of 500 validated responses
- Representation from at least 300 distinct advisory firms
- Senior advisors, principals and relevant decision-makers
- Segmentation by AUM, firm type, role, seniority and geography
- Peer benchmarking within the research experience
- Consent-led options for respondents requesting further information
These are proposed targets. Final sample size, audience criteria, quotas and methodology will be agreed with the sponsor before fieldwork begins.
Sponsor value
Public Authority. Private Commercial Intelligence.
MAA will publish the headline findings to generate editorial interest, industry reach and thought leadership. Sponsors receive additional intelligence and activation benefits that are not included in the public report.
Public campaign outputs
- Headline research findings
- MAA research report
- Editorial analysis
- Supporting articles and interviews
- Social and email promotion
- Webinar, podcast or roundtable content
- Digital and print coverage where appropriate
Private sponsor benefits
- Deeper segmented findings
- Answers to bespoke sponsor questions
- Private results dashboard or detailed presentation
- Executive intelligence briefing
- Practical messaging recommendations
- Advisor engagement recommendations
- Campaign branding and content usage rights
- Consent-led opportunities for advisor follow-up
MAA will not provide personally identifiable respondent information unless the individual has explicitly agreed to further contact.
Campaign journey
From Research Question to Market-Facing Campaign
The sponsor does not simply receive research at the end of the process. MAA turns the findings into an integrated campaign designed to create authority, reach and meaningful engagement across the US advisor market.
- 01Sponsor strategy workshop
- 02Research objectives and audience agreed
- 03Survey and bespoke questions developed
- 04Interactive Play Verto experience built
- 05Targeted advisor invitation campaign
- 06Fieldwork and response validation
- 07Data analysis and audience segmentation
- 08Private sponsor intelligence briefing
- 09Public MAA research report
- 10Editorial and thought-leadership campaign
- 11Webinar, podcast or roundtable
- 12Email, newsletter and social distribution
- 13Sponsor campaign assets
- 14Consent-led advisor engagement
- 15Post-campaign performance report
Campaign deliverables
What Is Included
- Research strategy and sponsor workshop
- Survey development
- Bespoke sponsor questions
- Branded Play Verto research experience
- Targeted advisor invitations
- Data analysis and segmented findings
- Private sponsor presentation
- Public research report
- MAA editorial coverage
- Sponsor thought-leadership content
- Newsletter and email distribution
- Social media assets and promotion
- Webinar, roundtable or podcast
- Infographics and data visualizations
- Print or digital magazine coverage where appropriate
- Assets for the sponsor's own marketing channels
- Consent-led advisor engagement opportunities
- Final campaign performance report
The precise media schedule and deliverables will be confirmed in the final sponsorship agreement.
Partnership options
Two Ways to Sponsor the Research
The two packages are alternative commercial models. If the exclusive presenting position is taken, founding partner places are not offered. If it is not taken, MAA will accept up to three non-competing founding research partners.
Exclusive Presenting Partner
$95,000
One organization becomes the exclusive presenting partner for the complete research and campaign.
- One exclusive sponsor
- Category exclusivity
- Sole headline partner branding
- Five bespoke research questions
- Access to the complete results dashboard
- Full segmented analysis
- Private executive briefing
- Commercial recommendations
- Sponsor foreword in the report
- Lead branding across the report and campaign
- Dedicated MAA thought-leadership content
- Webinar or podcast participation
- Campaign assets for the sponsor's own channels
- Consent-led advisor engagement program
- Post-campaign performance report
Founding Research Partner
$35,000
Up to three non-competing organizations join the research as founding partners.
- Maximum of three non-competing partners
- Two bespoke research questions
- Shared founding-partner branding
- Relevant segmented findings
- Private research briefing
- Inclusion in the public MAA report
- Inclusion across the wider campaign
- Participation in selected content or events
- Campaign assets for the partner's own channels
- Consent-led advisor engagement opportunities
- Post-campaign performance summary
MAA will work with sponsors to define the research priorities and bespoke questions while retaining control of the methodology, analysis and editorial conclusions. This protects the credibility of the findings for both the sponsor and the advisor audience. Published materials state that the research was produced by MAA Advisor Intelligence in partnership with the named sponsor and powered by Play Verto.
Indicative timeline
Proposed Campaign Schedule
September 2026
Sponsor conversations and commercial agreement
October 2026
Sponsor workshop, research design and build
November 2026
Advisor fieldwork
December 2026
Analysis, report production and campaign preparation
January 2027
Research launch and full MAA campaign
The schedule can be adapted around the sponsor's commercial calendar and launch priorities.
MAA Market Pulse
MAA Market Pulse Opportunities
The Advisor Relevance Gap sits alongside the Independence Market Pulse as a separate opportunity within the same sponsored research series.
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Independence Market Pulse
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View Independence Market PulseMAA Market Pulse
The Advisor Relevance Gap
Research into how advisors want providers to reach, inform and engage them, with segmented intelligence and a full MAA campaign.
You Are HereUmbrella programme
MAA Advisor Intelligence
MAA Advisor Intelligence combines Modern American Advisor's market reach and editorial expertise with interactive research technology powered by Play Verto. It helps financial services firms understand advisor opinion, test commercial assumptions and turn proprietary findings into credible market-facing campaigns.
Request the proposal
Talk to Us About The Advisor Relevance Gap
Tell us how your firm sells to advisors and Alex Sullivan will come back with the full sponsor proposal, including availability, bespoke question input, campaign outputs and timings.
Prefer email? Write to alex.sullivan@modernamericanadvisor.com.
Final call
Find Out How Advisors Actually Want You to Engage Them
Sponsor The Advisor Relevance Gap to gain actionable intelligence about the advisors you want to reach and a complete MAA campaign that brings those findings to market.