Redtail Technology and Morningstar Work Together to Simplify Advisor Practice through Redtail’s Enhanced CRM User Interface

New Redtail CRM User Interface Incorporates Morningstar’s Proprietary Research and Analytics

GOLD RIVER, Calif. and CHICAGO, Sept. 8, 2014 — Redtail Technology, a leading provider of client relationship management (CRM) software, and Morningstar, Inc. (MORN), a leading provider of independent investment research, are working together to simplify an advisor’s practice by providing seamless access to Morningstar’s proprietary research and analytics directly within a new Redtail user interface that will launch in the fourth quarter.

“Throughout the development process, we’ve looked carefully at feature requests and suggestions from our users that have gathered the most support,” Brian McLaughlin, CEO of Redtail Technology, said. “We’re implementing hundreds of those ideas in this release, while also improving overall performance, design, and ease of use.”

“Our goal is to provide advisors with a more integrated, holistic workflow,” Tricia Rothschild, head of global advisor solutions for Morningstar, said. “As advisors increasingly use Redtail, we’re pleased to offer easier access to investment and portfolio-level information where and when they need it.”

In addition to integrated Morningstar reports, analytics, and data, the new Redtail CRM user interface offers enhancements to key features:

  • improved Calendar functionality, both at the contact and database user level;
  • more precise and user-friendly Advanced Search;
  • note formatting and commenting capabilities;
  • a new Automations engine that helps users manage daily activities and processes more efficiently; and
  • a new Projects feature with a revamped, advanced workflow management system.

Redtail CRM subscribers who upgrade to the new version will be able to conduct critical research and stay abreast of timely market information from Morningstar. Without leaving the Redtail platform, subscribers may view:

  • the Morningstar® Report, an on-screen research report for mutual funds, stocks, closed-end funds, and exchange-traded funds; and
  • Morningstar market-monitoring tools on the Redtail dashboard, including the Morningstar Market Barometer(SM), Sector Delta graphics, fair value estimate chart, and Morningstar news content.

In addition, Redtail CRM subscribers who also have a license for Morningstar® Advisor WorkstationSM or Morningstar OfficeSM will have access to additional reports and research, directly from the Redtail platform. These advisors will be able to:

  • view client portfolios and generate Morningstar portfolio-level reports—including Portfolio SnapshotTM, Portfolio X-Ray®, and Stock IntersectionSM; and
  • generate Investment DetailTM reports for funds, stocks, exchange-traded funds, and closed-end funds.

If they choose to subscribe to the capability, Morningstar Advisor Workstation and Morningstar Office users will also have access to analyst research and ratings within the Morningstar Report directly from the Redtail platform. Later this year, Morningstar Office users will also have access to client portfolio data within the Redtail CRM.

“The primary goal of all of our integration efforts is to make those tasks that advisors have to perform on a day-to-day basis easier and more streamlined,” McLaughlin added. “We couldn’t be happier about working with Morningstar to make its extensive investment research available to our mutual subscribers from within Redtail CRM’s new user interface. This is only the first part of our coordinated integration effort, which will deepen significantly over time.”

Redtail subscribers may switch to its new CRM or continue to use the previous version. Redtail will continue to support the previous CRM and keep all existing training information available, but will base new training materials on the updated user interface. New users who sign up for a free trial will instantly have access to the new interface. Redtail will offer multiple weekly webinars to educate users about the new features available and has an expanded training staff available to provide help and support throughout the transition.

About Redtail Technology
Redtail Technology is a leading provider of web-based Client Relationship Management (CRM), paperless office, and email archiving solutions in the financial services industry. Easily affordable, easy to implement and offering integration with many of the industry’s most widely used applications, Redtail is committed to providing financial advisors with the core technologies that drive their day-to-day operations. CRM is ultimately about not only acquiring and managing your clients and prospects – it’s also about servicing them and, in turn, extracting value from the relationships. At the same time, it’s about doing all of these things while simultaneously improving operational efficiency. Visit for more information.

About Morningstar, Inc.
Morningstar, Inc. is a leading provider of independent investment research in North America, Europe, Australia, and Asia. The company offers an extensive line of products and services for individual investors, financial advisors, asset managers, and retirement plan providers and sponsors. Morningstar provides data on approximately 473,000 investment offerings, including stocks, mutual funds, and similar vehicles, along with real-time global market data on more than 12 million equities, indexes, futures, options, commodities, and precious metals, in addition to foreign exchange and Treasury markets. Morningstar also offers investment management services through its investment advisory subsidiaries and had approximately $169 billion in assets under advisement and management as of June 30, 2014. The company has operations in 27 countries.

©2014 Morningstar, Inc.  All rights reserved.

Media Contacts:
Redtail: David Mehlhorn, +1 800-206-5030 or
Morningstar: Carling Spelhaug, +1 312-696-6150 or