BNY Mellon’s Pershing Increases Investment in the Advisory Experience

January 31, 2019

Supporting the industry’s move toward an experience-forward mindset, firm expands its team of consultants and doubles down on advisor-led experiences

DENTON, Texas — Presenting at the T3 Advisor Conference in Denton, Texas, BNY Mellon’s Pershing ("Pershing") called on advisory firms to re-think their business models and technology platform strategy in light of the industry shift from an investment-forward to an experience-forward mindset.

To support this transition, Pershing is accelerating its investment in two core areas: hiring more specialized talent and designing advisor-led experiences.

“The most successful advisory firms are building their technology framework around their optimal client and the experience they want to deliver to that client,” said Christina Townsend, head of Advisor Solutions Platform Strategy, during her session, “Talk the Talk, Walk the Walk: Maximize Your 2019 Results Through Technology.”

“Transformation isn’t easy,” added Townsend. “What’s most important when designing an experience is focusing beyond the task at hand and considering how it adds value to the advisor-client relationship.”

Investing in Specialized Talent

As defining the right technology strategy becomes increasingly more complex, advisory firms are looking for partners to guide them as they evolve.

In response, Pershing is expanding its team of technology consultants, who will work side-by-side with advisory firms, with the sole focus of helping them achieve their digital transformation goals—regardless of how they choose to consume Pershing technology.

“Whether advisory firms leverage Pershing technology, choose to integrate third-party solutions, or create their own experiences, our goal is to help them build their optimal client experience—and not to lock them into one way to do it,” said Townsend.

Designing Advisor-Led Experiences

In creating an optimal solution, Pershing is taking an outside-in approach, making the advisor—not the custodian—the center of the experience.

To that end, Pershing is investing in tools designed to enhance collaboration between advisors and investors based on investor preferences.

Further, the firm is building a solution that will soon support mobile alerts for cash disbursement authorization and verification. When an investor initiates a transaction, the advisor will be able to send a notification to the investor’s mobile device to let them know that the request to move money is ready for approval. The investor will then log on to Pershing’s NetXInvestor® portal and approve the transaction with one click. The solution will deliver investors the digital mobile experience they are accustomed to, while keeping the advisor in the forefront.

“Our goal is to deliver solutions that help advisory firms interact and engage investors in new ways,” said Townsend. “Success is about them, not us. Whether it’s advancing our own solutions, deepening our integrations with select providers, or collaborating with the biggest fintechs, we are committed to helping clients stay ahead of the rapid changes in technology and deliver the most desirable and engaging experiences to investors.”

About BNY Mellon's Pershing

BNY Mellon’s Pershing is a leading provider of clearing and custody services. We are uniquely positioned to help complex financial services firms transform their businesses, drive growth, maximize efficiency, and manage risk and regulation.

Wealth management and institutional firms outsource to us for trading and settlement services, investment solutions, bank and brokerage custody, middle and back office support, data insights, and business consulting.

Pershing brings together high-touch service, an open digital platform and the BNY Mellon enterprise to deliver a differentiated experience for every client.

Pershing LLC (member FINRA, NYSE, SIPC) is a BNY Mellon company. With offices around the world, Pershing has over $2 trillion in assets and millions of investor accounts. Pershing affiliates include Albridge Solutions, Inc. and Lockwood Advisors, Inc., an investment adviser registered in the United States under the Investment Advisers Act of 1940. Additional information is available on, or follow us on LinkedIn or Twitter @Pershing.

About BNY Mellon

BNY Mellon is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. Whether providing financial services for institutions, corporations or individual investors, BNY Mellon delivers informed investment and wealth management and investment services in 35 countries. As of June 30, 2021, BNY Mellon had $45.0 trillion in assets under custody and/or administration, and $2.3 trillion in assets under management. BNY Mellon can act as a single point of contact for clients looking to create, trade, hold, manage, service, distribute or restructure investments. BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation (NYSE: BK).Additional information is available on Follow us on Twitter @BNYMellon or visit our newsroom at for the latest company news.