FMG Uses OpenAI, Vestorly in New Content Engine for Advisors

What You Need to Know

The personalization engine uses AI to create content tailored to advisors’ unique writing styles, FMG says.
The technology combines the Vestorly content curation and compliance platform that FMG acquired in 2022 and OpenAI GPT.
The new engine has been in beta and launches for all FMG clients this month.

FMG Suite launched a new artificial intelligence-powered content personalization engine that it said Tuesday was designed to help advisors create social media and other online marketing content.

The engine’s technology combines two AI platforms: the Vestorly content curation and compliance platform that FMG acquired in 2022 and OpenAI GPT, the platform on which ChatGPT was built.

Together, these platforms enable FMG to offer “compliant, one-click personalization of its content, starting with social media posts” as its first application this month and expanding to emails, blog posts, video scripts, newsletters, landing pages and more, according to the company.

Since buying Vestorly, FMG has been engineering GPT to personalize content by personas, summarize articles and create engaging social posts, it said. Extensive testing “made it clear that the winning combination is well-written content + proprietary GPT prompts + AI compliance screening + human quality assurance,” according to FMG.

FMG’s new social media content engine is now in beta testing and is being rolled out to all clients through March, Dave Christensen, FMG chief product officer, told ThinkAdvisor during an online interview and demo on Monday.

The engine works within FMG’s Curator product on its Android and Apple iOS mobile app to provide a tool for advisors to generate custom captions for their social media posts based on best practices set by FMG’s thought leaders, he said.

Those best practices include using questions to engage readers, including bullets and emojis, summarizing key points, and including hashtags, FMG noted.

“We’re using OpenAI GPT 3.5 to power this feature,” according to Christensen, who pointed out that is the “same model that powers ChatGPT.”

FMG clients will be able to use the “one-click” personalization tool for all content types, including emails, blogs, white papers and e-books, greeting and note cards, and video scripts, making it simple to repurpose and distribute content across channels, according to the company.

“We believe we have a pretty big first mover advantage in integrating [OpenAI] GPT into a marketing platform for financial advisors,” Susan Theder, FMG chief marketing and experience officer, told ThinkAdvisor.