Based in Atlanta, Georgia, Cambridge Southern Financial Advisors (CSFA) is a comprehensive, fee-only financial planning and wealth management firm that helps clients accumulate, preserve, enjoy and distribute their wealth. CSFA has been named one of the top 10 fee-only investment management firms in Atlanta for four consecutive years. In addition to two Atlanta locations, the company has an office outside Salt Lake City, Utah.

The challenge: catering to clients in 15 states

CSFA’s three financial advisors build their clientele primarily through personal connections and referrals. Although many clients are located in Atlanta and Salt Lake City, over the years the firm’s reach has expanded to many other states. “Clients move out of the area but want to keep working with CSFA,” explained Dr. Barry Kaplan, financial planner and wealth manager. “Or they recommend us to their friends and relatives, who could be anywhere.”

Kaplan pointed out that he and his colleagues make every effort to meet clients face to face when they begin their relationship to observe body language and gather other important clues to the individual’s lifestyle, personality and outlook. But after that, “It just isn’t feasible to drive or fly to a client’s home or office each time we need to have a discussion.” Even when clients are located in Atlanta, holding on-site meetings is time-consuming due to heavy traffic and the large metro area.

“One alternative was to overnight documents to the client and discuss them by phone. But we use a lot of specialized software, such as Money Tree, StockOpter Insight and Lacerte Tax Planner, which provide their greatest value when used in real time to show clients different outcomes from financial decisions. We needed a way to work remotely with clients that was more effective and visual than simply talking through static documents on the phone.”

Implementing GoToMeeting for online meetings

Kaplan and his colleagues were already familiar with Web-based software, utilizing Citrix® GoToMyPC® from Citrix Online to remotely access a shared office computer. He then naturally turned to Citrix® GoToMeeting® for easy, cost-effective Web conferencing. “We offer clients the option to join a GoToMeeting session, and many do – especially busy professionals. But even older clients who aren’t computer savvy can easily learn to use GoToMeeting in one session,” he noted.

In addition, the three CSFA wealth managers use GoToMeeting to collaborate on business operations and planning. “The three of us work in three different locations – north and south Atlanta, in offices 40 miles apart, and in Salt Lake City. GoToMeeting is a fast, easy way to get together. We can view and work on an agenda or a PowerPoint presentation, or run a demo of new software,” he said.

Finally, GoToMeeting allows Kaplan to stay in touch while away from the office. “My wife and I go to the beach in Florida for a couple of weeks a year, but I still do some work. GoToMeeting makes it easy to meet with clients or my partners from anywhere.”

Building a nationwide clientele without constant travel

GoToMeeting enables Kaplan, his two fellow advisors and three support staff to maintain a large roster of clients located all over the United States. “GoToMeeting has a number of advantages. First, it’s highly efficient for us and our clients. I find that my average face-to-face client meeting takes almost twice as long as the same meeting done over GoToMeeting. We can get right down to business without wasting a lot of time on chitchat. Plus, I don’t have to drive anywhere, which saves even more time.

“My clients, many of whom are top executives, business owners, and healthcare professionals, also really appreciate the efficiency, flexibility and time savings of Web conferencing. If someone is called out of town unexpectedly, we can still have our meeting.”

Further, GoToMeeting helps CSFA financial advisors maintain strong relationships with their clients because meetings can be held as often as needed – and on the spur of the moment if required. All You Can Meet® pricing enables the company to hold unlimited meetings for a flat monthly fee, and the wealth managers can initiate a meeting simply by sending an email invitation.  

Kaplan said, “Our business is based on personal, longstanding relationships that need to be strengthened through communication. Web conferencing enables us to be quickly available to clients if something comes up. For example, if client calls me and says, ‘Barry, I just took a new job and I need advice on what to do about my stock options,’ I can send him a meeting invitation right away. Also, we can schedule as many routine meetings as we need to maintain those close ties.”

Gaining a competitive edge and increasing client loyalty

Still another benefit of GoToMeeting is the competitive differentiator of having the latest technology. Many of CFSA’s clients have never used Web conferencing, and they are typically surprised and impressed. GoToMeeting functionality such as drawing tools and the ability to give the presenter access to the client’s screen add to the positive experience. “The fact that it is a two-way technology really amazes people,” Kaplan said. “And they appreciate the security features of GoToMeeting, such as encryption over the Web, because after all, we’re displaying confidential information.”

The Citrix Online service also allows CFSA to get the most from its investment in financial planning applications. “It lets us use financial projection software to show clients different scenarios in real time. I can change variables, such as possible retirement dates, right in front of them and then discuss the ramifications.”

Finally, GoToMeeting helps reinforce clients’ confidence in CSFA. Kaplan concluded, “Powerful technology isn’t what makes someone become a client, but it can validate the decision. GoToMeeting helps us earn the continuing loyalty of our clients. And I believe it encourages people to refer their friends, co-workers and relatives to us, as well.”

About Citrix Online

Citrix Online provides secure, easy-to-use online solutions that enable people to work from anywhere with anyone. Whether using GoToMyPC® to access and work on a remote PC, GoToAssist® to support customers or GoToMeeting® to hold online meetings and Webinars, our customers – more than 35,000 businesses and hundreds of thousands of individuals – are increasing productivity, decreasing travel costs and improving sales, training and service on a global basis. A division of Citrix Systems, Inc. (Nasdaq: CTXS), Citrix Online is based in Santa Barbara, California. For more information, visit www.citrixonline.com or call 805-690-6400.

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