Morningstar® Advisor Workstation
Investment research and portfolio analysis platform.
Rosetta Financial Advisors
Waddell & Reed, Inc.
Banca Generali
Banque Raiffeisen
Andy Mohn
Senior Vice President,
Director of Sales Support and Services
Matt Reeves
Vice President of Financial Planning
Waddell & Reed, Inc.
Overland Park, Kansas
Waddell & Reed, Inc. offers mutual funds and comprehensive financial planning products to individuals and businesses, primarily through a diverse network of 2,400 financial advisors.
Waddell & Reed, Inc.
Offer a good experience
Kansas-based Waddell & Reed, Inc. understands that a good client experience starts with a good advisor experience.
“We offer the best of both worlds—great infrastructure and independence,” explains Andy Mohn. He’s responsible for sales support at Waddell & Reed, home to the Ivy Funds and the Waddell & Reed Advisors Funds.

Deliver consistent service
While building a technology platform to support the advisor’s planning process, Waddell & Reed chose to integrate Morningstar® Advisor Workstation and Morningstar® Portfolio
Builder. “Morningstar provided Waddell & Reed the best opportunity to build out consistency across our planning toolset,” says Matt Reeves, who led the platform’s development.
Tailor the analysis
The platform’s side-by-side comparisons and scalable reports are a hit with the firm’s 2,400 entry-level-to-experienced advisors. “Morningstar gives the advisor the ability to keep analysis at a very high level, or drill as deep as the client wants,” describes Mohn. “It’s personal, flexible, and offers a very good client experience.”

Translate the value
Clients are connecting
with their advisors’ recommendations, as Waddell & Reed currently has one of the industry’s lowest redemption rates. “That’s partially attributable to the ability of our advisors to communicate the value of the portfolios they’re building,” says Reeves.
Morningstar Office Client - Waddell & Reed, Inc. | Morningstar U.S
“By using these tools, we’re doing a better job of building diversified portfolios—ultimately helping increase the likelihood of success for our clients,” explains Mohn.
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