The SEC's Modernized Marketing Rule, implemented in December 2022, allows investment advisors to leverage testimonials and endorsements (T&Es) as advertisements, opening new opportunities to build trust and credibility in a digital-first world. T&Es enhance marketing by driving traffic, increasing conversions, and boosting client confidence. Advisors can request testimonials strategically, simplify submission processes, and use specific prompts to capture impactful client feedback. Compliance is critical, requiring policies, supervision technology, and adherence to disclosure regulations.

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