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Morgan Stanley inks deal with Yext in latest fintech partnership

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Morgan Stanley is partnering with brand management company Yext, an initiative intended to improve CRM integration and search optimization while offering tools such as voice assistants.

For Morgan Stanley, this is the latest in a series of technology upgrades and rollouts. Earlier this year the firm released its “next best action” tool which analyzes an advisor’s book to identify new ways to connect with clients. The firm also unveiled a new advisor dashboard last month.

The partnership with Yext will power over 15,000 advisor websites, according to Morgan Stanley.

“A sophisticated digital presence is an absolutely critical component of a potential clients’ shopping process,” Naureen Hassan, chief digital officer for Morgan Stanley, said in a statement.

In addition to its deal with Yext, Morgan Stanley also has fintech partnerships with BlackRock, Hearsay, Investnet, Salesforce, Solium, Twilio, and Yodlee.

But the wirehouse isn’t the only one on the Street looking to new technologies to boost business.

UBS, for example, recently partnered with technology company Broadridge Financial to revamp its advisor desktop. Wells Fargo is investing in using AI to give advisors performance analyses of 1,500 mutual funds in real time. And both Envestnet|Yodlee and eMoney are promoting voice recognition technology that helps advisors retrieve information about client accounts or assist them with navigating CRM portals.

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