Welcome to our asset management marketing roundup
Asset managers are increasingly looking to embrace digital, offering innovative ways to engage with investors who are looking to trust those that are up to speed. From marketing funds on new look websites and social media accounts, to video marketing and written blogs, we here at Kurtosys scour the web to find the very best industry-specific examples of fund marketing and industry movers and shakers to save you the hard work.
This week’s round up brings a holistic crypto-fund, investment podcasts, a major east/west acquisition, and asset management’s most popular Valentines.
Movers & Shakers
Is now ➜ Executive Director, Head of Relationship Management & Senior Product Manager EMEA at Asset Management One International Ltd.
Was: Senior Product Manager at Asset Management One Ltd.
Further information: IPE
Is now ➜ International Sales Director at Liontrust Asset Management PLC
Was: Director at SKY Harbor Global Funds
Further information: Funds Europe
Is now ➜ Global Head of Product at Fidelity International
Was: Head of Strategic Product & Marketing at Pioneer Investments
Further information: IPE
Kurtosys expresses their best wishes to all starting in their new positions.
Website Spotlight: 10X Investments
Home pages of investment management companies don’t come quite as innovative as that of South African retirement professionals 10X Investments. There’s a blend of multiple elements which are great as standalone components, let alone when they are all construed together into a neat, responsive-for-mobile package.
First of all, the user is instantly thrown into 10X’s innovative marketing strategy. Taking their “Well, we’re talking” strap-line to whole new lengths, the accompanying video is an absolute hoot. The hush-hush topic of retirement is addressed, as the (toy) “Elephant in the Room” of this sketch, which features not only a rich dusting of humour, but also retirement statistics and a wonderful jazzy soundtrack that could easily have been written by Angelo Badalamenti himself. If you check out their YouTube page, you’ll realise that this is just one in a series of extremely professional and viral-worthy videos. They give the SuperBowl Ads pretty good competition…
As you scroll down the homepage, the company makes good use of appropriate information and accompanying icons, all laid out in an attractive manner. Elsewhere, 10X outline their returns and fees figures through graphs to minimise the risk of overloading the user with too much written information.
More rather bespoke elements to this site is an ‘Investment Myth’ section with a ‘Bust the myth’ call-to-action (CTA) on the home page, looking to transparently present misconceptions from the retirement industry that they know best.
Another useful tool is an interactive calculator, which takes the user’s age and monthly salary to calculate a retirement plan, complete with conclusive graphs.
Clearly not content with taking an innovative approach with only one element of their marketing, 10X Investment’s site is an exemplary format for a home page, blending great video content with data and multiple CTAs to the various tools and insight features housed on the whole site.
Fund in Focus: Grayscale Digital Large Cap Fund
As the cryptocurrency sphere continues to get hotter than the sun, Grayscale – the mastermind behind the Bitcoin Investment Trust in 2015 – has launched its fourth digital currency-focused fund.
Other funds in their range focus on individual currencies, the likes of bitcoin, ethereum and zcash, but their most recent launch is actually a more holistic fund giving investors exposure to the five largest cryptocurrencies on the market: bitcoin; ether; ripple; bitcoin cash; and litecoin. This is due to an ongoing demand for more broad investment opportunities for these hot commodities.
The fund targets 70% of the digital asset market, in fact. CEO of Grayscale, Barry Silbert, told Yahoo! Finance that the reason for this more diverse approach is that “People don’t know or care which coin will win, they just want to be in this asset class. We have people who want to put $100 million into this.”
Due to changes in cryptocurrency market caps, it will be rebalanced every quarter, and it is a passive investment fund.
Attempting to become the forerunner in the cryptocurrency investment space, it’s certainly a massive move from Grayscale that will keep the digital assets boat rocking.
Wealth Manager in Focus: Peterhouse Asset Management
Based in London, Peterhouse Asset Management – and its parent firm Peterhouse (Capital) Guernsey – has been acquired by Zhejiang Zhongnan UK, one of the top 500 Chinese firms.
Launched in the UK, the newly renamed South River Asset Management (a reference to the Qiantang River in Alibaba’s home-city Hangzhou) will use its pre-existing platform to offer specialist funds. Included in this is its flagship Gold and Precious Metals fund, managed by Amanda Van Dyke, a senior fund manager at South River. It also manages a range of mandates for such institutions as UK universities.
The group currently has around £72 million in AUM and is the leading conglomerate in Zhejiang province, on China’s East Coast. This acquisition will look to boost the asset management capabilities in both China and the UK, in a perfect example of what Van Dyke refers to as “a true east/west partnership”.
This also seems a perfect opportunity to wish a prosperous Chinese New Year to our readers!
Until May comes around (and, let’s face it, that won’t be the end), GDPR issues are very much on our radar.
In keeping with the Financial Times’ excellent journalistic work, the publication sent a dummy ‘subject access request’ to six large companies to see whether they were compliant with 1998’s UK Data Protection Act. With GDPR not that far away, some of the results from this little experiment were quite astounding.
Two companies did not reply to the written requests at all. Not just that, but they were two business behemoths – Amazon and Facebook, heard of ‘em? – but Facebook did respond saying that the users can access their account data in various places across the platform. Amazon similarly weren’t very punctual with their following responses.
In fact, many of the companies (whilst knowing their obligations) were not as comprehensive as they should be in response to an SAR request. Read all the results right here.
It has been an awfully long time since we’ve featured investment-based podcasts here at AMMF, so here’s not one but two short-ish programmes to please your eardrums.
This edition of Money FM’s ‘The Breakfast Huddle’ chats to Charlie O’Flaherty, Partner and Head of Digital Strategy & Distribution at bespoke wealth management firm Crossbridge Capital. The title How to choose a Robo-advisor is fairly self-explanatory, with Charlie bringing up some salient points about appealing to the investor user base in a evermore saturated robo-advisor market.
In a slightly less self-explanatory fashion, the latest edition of Ben Carlson and Michael Batnick’s ‘Animal Spirits’ is titled The Noobwhale. It brings up some questions that title, but when in reference to Bitcoin, that bizarre-ness is validated. A little. Here, Ben and Michael discuss the recent market volatility, cryptocurrencies, behaviours of financial advisors and gender equality in the investment world.
More and More Content
Speaking from experience, Copylab’s Vered Zimmerman hereby discusses the “fervour” and insatiable appetite for more investment articles and videos, despite that fact that, as the internet grows, content can be lost and forgotten.
As fund marketers, the need to gain exposure and engage with readers is a paramount exercise, but as the author notes, the most successful forms of marketing revolve around a firm merely having conversations with clients about exactly what they would like to read.
So, the creation of thematic (and specific) content seems to be the highest commodity for the investment writing space. Take note of the useful points stored in here to achieve content-making greatness.
…a return from Pascal Bouvier, back in prime writing mode as he treats the changing power of the Catholic Church since the Middle Ages as a metaphor for blockchain, crypto-assets and the like.
As can be expected from Bouvier, it’s a thorough and intelligence musing on the heavily discussed cryptocurrency scene, handled with great insight and idiosyncratic style.
This week, Valentine’s Day gripped the world in a loving embrace, and for followers of the stock market, such phrases as loyalty and steadiness do not go underappreciated. These are not terms that are associated with cryptocurrencies so much, mind you.
Anyway, Citywire Wealth Manager has compiled a list of five stocks that fund managers must fall in love with due to their undying stability, as doted on by five company managers.
To cap us off, the most bizarre cryptocurrency story of the week (even beating the ‘Noobwhale’ phrase cited earlier) is the formation of a digital assets-themed J-Pop group. You read it correctly; a troupe of teenagers dubbed The Virtual Currency Girls exists to teach its listeners all about bitcoin, in a far different format than your average white paper. Given that around 30% of the globe’s transactions of bitcoin are in yen, it’s clearly popular, as is the phenomenon of J-Pop music. Here’s everything you need to know about every crypto-investor’s new favourite band, courtesy of Forbes.
That’s all for this week, but be sure to check back soon for more asset management marketing highlights and fintech snippets from Kurtosys.