What is a Gatekeeper?

Welcome to the Investors Trading Academy talking glossary of financial terms and events.
Our word of the day is “Gatekeeper”
Gatekeepers serve in various roles including academic admissions, financial advising, and news editing. Various gatekeeping organizations administer professional certifications to protect clients from fraud and unqualified advice, for example for financial advisers.
Gatekeeper is also a term used in business to identify the person who is responsible for controlling passwords and access rights or permissions for software that the company uses.
Someone in an organization who decides who should deal with particular enquiries and customers. Gatekeepers may also restrict who is allowed to talk to certain people in the organization.
A gatekeeper is a member of a decision-making unit or social group who acts to prevent or discourage a purchase by controlling the flow of information and or access to people in the buying center. A mother who does not allow her child to choose a presweetened cereal at the supermarket is acting as a gatekeeper. A secretary who does not put calls through to the decision maker is a gatekeeper. Marketers must direct their advertisements not only to the end user, but also to any potential gatekeepers.

By Barry Norman, Investors Trading Academy