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 CEO spotlight, a B2B marketing expo, all-important fund flows, and the Wernham Hogg of India’s financial industry.

Movers & Shakers

Erika Arevuo headshot Erika Arevuo
Is now ➜ Head of Institutional Marketing at Franklin Templeton Investments
Was: Director, EMEA Institutional Marketing at BlackRock

Further information: 4-traders

James Moore headshotJames Moore
Is now ➜ Senior Digital Disruption Manager at Aviva Investments
Was: UK Wholesale Channel Marketing Manager at Aviva Investments


John Rugg headshotJohn Rugg
Is now ➜ Head of UK Wholesale Marketing at GAM
Was: Associate Director, Marketing – Global DC at Fidelity


Kurtosys expresses their best wishes to all starting in their new positions.

Website Spotlight: The Royce Funds


One of the latest editions to our 50 Best-Designed Asset Management Websites Gallery is that of The Royce Funds: an investment manager specialising in small-cap investing, noted as one of the industry’s most recognisable small-company stock pickers.

The homepage is certainly unique in its design. Using a simplistic yet effective typography, this goes hand-in-hand with expert use of white space to make the appearance particularly attractive.

As well as lending a considerable space for its Market Perspective and Fund Focus video links (with thumbnails offering both a feeling of friendliness and professionalism) there is also a handy ‘My Funds’ section whereby the user can personalise the site by picking through their wealth of mutual funds. We are particularly fond of the single-sign on which can also be used here via services such as Google, LinkedIn or Facebook. This is a particularly handy feature on any contemporary asset management site.

Speaking of funds, all of these are housed in highly navigable fund pages. Included within are up-to-date prices, informative market cycle and a library featuring online PDFs of their huge amount of fund literature. The fund tools are also interactive for the website user to play around with.

It’s a sleek and masterfully designed package focused on the fund pages and The Royce Funds’ regularly published content. Much of this is in the highly digestible format of video too, which we expect to see more as a stalwart of asset management websites in the near future.

Fund in Focus: Chelverton European Select Fund

UK-based Chelverton Asset Management is one such financial institution looking to take advance of the opportunities that the regularly-mocked-and-usually-disdained MiFID II directive has to offer.

The fund, named the European Select Fund, is looking to take an “unconstrained” multi-cap approach to invest in up to 50 cash-generating stocks. The asset manager has received FCA approval for this new ex-UK fund and is set to launch next Tuesday, 6th March.

The companies chosen must be cash generative and there are 42 holding currently in the portfolio. The fund will be managed by two ex-Edinburgh Fund Managers employees, Dale Robertson and Gareth Rudd, who worked together there in the 90s but were reunited at Chelverton in October 2017, coming from two different firms.

The fund managers are strictly looking to “apply a modern value investing approach”, calling out traditional value manager for so-called ‘style drift’ whereby easy monetary policy leads to common investment behaviour mistakes. Both are indebted to focus on free cash flow.

Sell-side research will gradually deteriorate from the market due to MiFID II’s regulations, which Robertson notes will open up a cavern where mis-pricings will create opportunity in small caps where only a few managers can capitalise.

The portfolio has a strong bias for the Scandinavian market due to the success of its “global companies” – around 30%. This is one of the first examples of an asset manager keen to flip engrained misconceptions about MiFID II on its head. “All fixed set patterns are incapable of adaptability or pliability. The truth is outside of all fixed patterns.” Chelverton’s portfolio managers clearly following the wise words of Bruce Lee, here.

Further information: Citywire Wealth Manager | Investment Week

CEO in Focus: Erich Gerth, BlueBay Asset Management

In a new segment to AMMF, we shine a light on the views of asset management’s CEOs.

Eric-Gerth-headshotFirst up, Funds Europe has interviewed Erich Gerth, CEO of BlueBay Asset Management. Having been with the firm since 2012 as Global Head of Business Development, he was appointed as chief executive less than a year ago, but he offers a great insight into his firm’s position within the industry.

BlueBay is often seen as a specialist bond manager, but as this report states, it sees itself more as a hedge fund which is “highly adapted to the European regulatory landscape”. BlueBay’s CEO believes the firm sits in the middle of a “converge zone” between alternative and mainstream investing, epitomised in Gerth’s view by the fact that Facebook’s value is shared by the AUM in the liquid alternatives sector of the European funds industry.

Ultimately, this interview outlines the CEOs vision to embrace new forms of investing. Most specifically are so called CoCos (contingent convertible bonds, nothing to do with the new Pixar release) and one of the most prevalent areas of investment: ESGs, with funds looking to influence environmental and social change. Millennials are increasingly looking to these, for example, as ways to influence the world through their investment.

Elsewhere, Gerth also outlines his favourite book recommendations, including the revered Sapiens: A Brief History of Humankind by Yuval Noah, amongst business, emerging markets and economics-related non-fiction too.

For an insight into the mindset and brief history of an asset management CEO, look no further.


We’ve haven’t shared GDPR related videos often, so AMMF is ready to unleash this informative titbit courtesy of Microsoft Mechanics.

Of course, we’ve now moved to within 3 months until GDPR drops, and for users of Microsoft 365 (or Office 365), this guide outlines how you can implement the best information protection capabilities in advance of GDPR’s stringent data protection rules.

Without further ado, here’s Gagan Gulati from Microsoft’s engineering team:

Industry Insights


Sound the klaxon! January’s sales report is in, summed up fairly succinctly in this tweet:

That’s right: BlackRock, the world’s largest asset manager, has been pipped to the post in European sales by Parisian firm Amundi. The net sales of the top three firms are as follows:

1. Amundi: €9 billion
2. BlackRock: €8.7 billion
3. UBS: €4.5 billion

We’ll keep an eye on how the money flow is fluctuating as the year develops. You can read more here and the whole shebang in the Thomson Reuters Lipper European Fund Flows Report.

More to report


Released simultaneously with the successful head to head grudge match between fintechs from Europe and the Americas in Fintech Faceoff: A Transatlantic Debate on the Future of Finance (which you can re-watch here) was the CapGemini World Fintech Report 2018.

Touching on similar topics including the collaboration between traditional players and disruptive technology partners, the scaling of these innovative companies and a customer centric approach to finance, it’s a mega 68 page report packed with interviews with industry leaders, infographics and graphs to present survey results.

It’s another useful resource to present another consultancy’s take on what the year holds for fintech, presumably hoping to be the most collaborative yet.

MiFID II Continues

“Regulatooors, mount up!”

A rallying cry from Warren G and Nate Dogg’s seminal track Regulate to emphasise the continual importance of MiFID II.

Tradetech Europe presents a numbers-heavy guide looking at how asset managers and fund managers looked to brace themselves for the regulatory reform and what it’s ongoing implications will mean for their businesses. The results were gained from a study of 100 Heads of Trading in Q3 2017.

You can download the whole document at this landing page.


B2B Marketing Expo  21 – 22 MARCH 2018 | LONDON


Now we’re moving into the lamb-laden springlike month of March (with added snow in most of Europe), it’s time to look ahead to London’s largest marketing convention for B2B companies.

Hosted at the gargantuan ExCeL London just south of the Thames, some of the leading marketers in various industries – from automation platforms like Pardot to tech giants LinkedIn and Google – are there to share their sage advice on storytelling, CRMs, client engagement, and even martial arts.

There are tons of talks and free workshops to book yourself onto (get on there quick!), and you may even see Kurtosys’ very own marketing team snooping around ExCeL’s expansive and vibrant shop-floor. A must for B2B marketers everywhere.

And finally…


Remakes of The Office don’t end with the United States. The world’s a big place, y’know? When you’re finished with the US there’s France, Canada, Germany, y’know, you’ve got Chile, Sweden, Israel… because it’s a pop– India.

That’s right, BBC Worldwide has finally sold the rights to Gervais and Merchant’s comedy genius vehicle The Office to India. What does that mean for the financial industry? Well, you’re not looking at the whole pie, Jenny. Whilst other versions of the show have focused on supposedly drab workplaces (the fictitious Wernham Hogg paper company in the original), it’s interesting to hear in this piece from the Financial Times that fintech founder of MobiKwik Upasana Taku is already predicting a similarly “sufficiently slow and boring” institution to be the setting for the Indian version. Most specifically, banks.

Here’s an interesting insight into how the announcement of one program in fact outlines the general feel toward traditional institutions in the country. As you can perhaps tell from the first paragraph above, I’m a huge fan.

And that’s this week’s edition, so… y’know. See ya later.

Be sure to check back soon for more asset management marketing highlights and fintech snippets from Kurtosys.

Elliot Burr

Content Marketing Editor at Kurtosys
Fervently chatting about the future of funds and fintech.