RiverSource To Add Secure Advisor Site

RiverSource Investments is planning to add a secure advisor section to its public Web site, www.riversource.com.

RiverSource Investments is planning to add a secure advisor section to its public Web site, www.riversource.com. RiverSource, which is a subsidiary of Ameriprise Financial, has been rebuilding its technology infrastructure since its spinoff from American Express. Leslie Walstrom, v.p. of Internet and interactive marketing at RiverSource, said that an Internet-based advisor site follows the firm building its third-party distribution. RiverSource’s primary distribution is through Ameriprise advisors, who have access to information using an intranet.

Walstrom said RiverSource plans to make podcasts available to advisors next year and is also considering how to use really simple syndication (RSS) on the site. RiverSource recently surveyed Ameriprise Financial advisors about their level of interest in podcasts and found that they are interested, have broadband access to the Internet and that enough of them own an MP3 player to make offering podcasts worthwhile.

Walstrom added that RSS is a good alternative to email and gives users more control over the information they receive. She said the challenge is that familiarity with RSS is still low and the firm would have to educate users on the value of the technology.