NOVEMBER 2019CIOAPPLICATIONS.COM 19Our value proposition lies in bringing the institutional-caliber analytics to advisors via both APIs and directly through applications that employ our APIsunderstand whether they need licensed APIs, developer portal process, or licensed applications. Generally, we configure an application for firms that lack technical expertise, whereas the organizations that have skilled staff, particularly in the fintech space, often prefer to take the API approach. The decision to choose between the APIs or to buy an application is made up front. Many firms take a license to applications first and in parallel, utilize their APIs to build their own applications. For instance, a large independent broker-dealer wanted to rebalance hundreds of thousands of accounts per hour. By utilizing our portfolio rebalancing APIs, they could maintain and control the application for their end-users easily, improving the user experience.What is Advisor Software currently working on? Also tell us about the future roadmap of the company? Granger: All our clients provide us feedback, both positive and negative, and we work with them to identify the level of customization or improvement needed to assist them in their development cycle. We are uniquely positioned in the wealth management landscape, helping clients achieve their financial objectives by using the new API technology.The APIs take the burden off the shoulders of the end customers, enabling them to utilize the application freely without worrying about the vendor. Our team has people with different backgrounds and expertise in the financial services and wealth management segment, which allows them to introduce new features into their APIs. Going forward, the use of APIs by the financial institutions will accelerate and revolutionize the advisory landscape, giving personalized information in the hands of the investors in a cost-effective way.Srivastava: We have to be strategically positioned onto the path forward in the wealth management space, which is becoming extremely disruptive owing to the market trends. In the next decade, over 30 trillion dollars of wealth will be produced by baby boomers and children just in North America. Our objective is to capitalize on this trend. We are investing in Artificial Intelligence (AI), Machine Learning (ML), Natural Language Processing (NLP), to Contextualize and Personalize investment advice (for both Clients and Advisors); Transforming various news feeds to provide `timed' market signals and sentiments. We are also investing tremendously in high-value APIs as the industry is producing and consuming massive volumes of APIs and processing them in a shorter timeframe. Mike Granger, EVP Product
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