JPMorgan Introduces Augmented Reality Adviser Experience

by Guy Frum

When you are already the largest bank in the world by market capitalization, you can afford to play it safe. But that’s not what JPMorgan Chase has in store for its future nor its shareholders. On October 18, 2021, JPMorgan Chase announced that its Asset Management’s Guide to Markets content will now be available via smartphones in an augmented reality (AR) format. The content, typically viewed by a smartphone or tablet in the form of a slideshow, can now function as an immersive experience on the web browsers of iOS and Android smartphones without even needing an app to download.

JPMorgan gave a sneak peak to InvestmentNews, which put the software to work.
Advisers can activate the AR experience with a sharable link or by scanning a QR code off a smartphone.
Once that step is complete, users begin an interaction with a holographic version of Dr.David Kelly, JPMorgan’s chief global strategist.
Kelly has more than three decades of experience in the industry and has been with JPMorgan for nearly 15. He is also the company’s Head of the Global Market Insights Strategy Team and is a frequent guest on CNBC, Bloomberg, and other financial media programs. He has a BA in Economics from University College Dublin in the Republic of Ireland and a Ph.D and an M.A.in Economics from Michigan State University. His holographic counterpart gives quarterly analysis on economic themes impacting the market and the investors who interact there, and the AR utilizes data tables and charts that are interactive and full color.
JPMorgan decided to make the foray into AR during the 2020 pandemic when record levels of clients were engaging in the company’s online content, particularly during the time when in-person financial advisors were not available due to lockdowns.“When you think about the next generation of advisers, the next generation of clients, this is just another tool in their toolbox to be able to communicate content in a way that may resonate differently,”said Kathryn Ferrero, chief marketing officer of Asset Management Americas and Global Head of Brand Experience “PowerPoint works for some people, and it doesn’t work for others.

So for us, it’s about creating content in different ways so advisers can find the right thing that works for them and their clients.”JPMorgan’s Guide to the Markets is received by more than 275,000 financial professionals at the beginning of each quarter and uses it like their own personal ‘Bible’, allowing them to help their clients to make informed decisions by simplifying complex decisions into simpler, more digestible ones. The content is now updated daily, and there are also weekly perks like podcasts hosted by Kelly. The Guide to the Markets first appeared in 2004 and Kelly joined the fray three years later. In the time since, the Guide has been made available in 42 different countries and 12 different languages.

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