CEO Danny Popescu told WP he is also a strong advocate of social media and helping advisors build an online presence. The firm offers custom website design for all teams, along with social media advice and content consultations. The company has processes in place to ensure all social media content stays compliant, while there are plans in 2021 to expand its digital marketing toolset for advisors as well as enhance the mobile experience for clients.
Popescu said: “We have always focused on providing a modern, agile technology platform for our clients, advisors and back-office staff. During the COVID 19 pandemic this existing emphasis on technology allowed us to support a seamless onsite and offsite work environment for our team.”
Harbourfront has grown its AUA despite the pandemic and, over the past six months, has onboarded bank firm advisors as well as independents. Popescu believes the big banks are still struggling with paperwork as they don’t have electronic signature systems to help fast-track account openings.
He said “Many large independent dealers who may still be using scanned copies as opposed to DocuSign for their account openings will lag behind – this is a system Harbourfront has been using for quite some time now.
“The agility of private firms to integrate new technology much quicker than the traditional institutions has allowed us to be better prepared for situations such as the pandemic and to continue business as normal.”
