T. Rowe Price hires financial services vet Chrystal Williams to oversee digital efforts – Baltimore Business Journal – Baltimore Business Journal

T. Rowe Price Group Inc. is stepping up its digital efforts as it looks to keep up in the highly competitive fight to win client assets.
The Baltimore-based money manager announced Tuesday it has created a “digital solutions” group within its global distribution organization. The team will be centrally focused on making T. Rowe Price’s digital user experience as strong as possible, whether it’s logging in on the company’s website on a computer, or using its app on a phone or tablet.
The digital solutions team’s responsibilities will include overseeing web product ownership, digital design, product data display and digital marketing tools.
T. Rowe Price, which has $1.63 trillion in assets as of Nov. 30, brought on Chrystal Williams to head up the group. Williams, who has more than 30 years of experience in the financial services industry, has run her own consulting business for the past three years. She will report to Theresa McLaughlin, T. Rowe Price’s head of global marketing.
Williams previously spent more than 20 years at Invesco, where she served as head of digital. She led teams responsible for digital and marketing technology, content strategy, mobile apps and website user experience design.
T. Rowe Price’s decision to form a digital solutions team and bring on Williams shows how the company aims to use technology to gain a competitive advantage. In addition to having the best investment performance, something as simple as an easy-to-use mobile app could make the difference for attracting potential customers.
“Our clients are savvy and we want our technology to meet them where they are,” McLaughlin said in a statement. “Chrystal’s extensive experience and eye to digital strategy will ensure we continue to enhance and deliver meaningful client experiences across our businesses and foster even greater internal synergy in our digital approach.”
T. Rowe Price’s embrace of technology also comes as companies across corporate America are preparing for the so-called “metaverse.” The metaverse is a term used to describe the online virtual world many see as the future for interaction. In the metaverse, users can immerse themselves in digital content rather than simply view it.
The announcement from T. Rowe Price did not specifically mention the metaverse or things like non-fungible tokens — digital certificates of ownership that have risen in popularity recently. The creation of a digital solutions team, however, opens the door for the company to explore ways it can get involved in those types of things.
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