Michael O'grady
Management
So I think with digital, Mike, there's a number of ways to look at it. But to start with the reference in my opening comments there, particularly in Wealth Management. A lot of this is, as I've talked previously about switching from a new business generation model that has historically been primarily, I'll call it, either in-person or on the phone, if you will, to being more digital.
And so when I talked about the Navigate Now campaign, that was essentially or driven by an online digital campaign. And the key to it was that how do we generate more opportunities from that, so leads from that. And so both with what was online, it was supported then with some more traditional media through advertisements. That generated thousands of leads for us at a high level, which then have been worked through to get to the leads that fit our profile and then could be followed up, I'll call it, in a more traditional way in doing that.
The other one I'll mention, Mike, that I referred to is the Tax Policy Resource center, which is part of the Northern Trust Institute. And while we talk a lot about, that is our knowledge base that we leverage for our clients, but it's also a significant new business generation assets. And the reason why that's also digital, specifically to your point, is when we launch that center, which essentially is online, then that has generated significant new leads.
So just with that policy resource center, since it's been launched, we've had over 250,000 views of that. And then from that, that gives us the data, if you will, to then follow up with those that are going to the center. And again, that doesn't mean that 250,000 of them will be "good leads," but it's the funnel, which you then work those through down to, ultimately, being new clients.
So that's -- when I mentioned digital, that was the reference on that front. And then to your point, more broadly with what we're doing just with digitalizing our entire business, that's much broader with regard to our technological capabilities that drive both new capabilities for clients, but also efficiencies for our business model.