Welcome to our asset management marketing roundup

This week’s round up brings you a huge AI development, a re-entry into Chinese investments, the craft beers of FinServ, and The Flintstones.

Movers & Shakers

Nayda Arslanian headshotNayda Arslanian
Is now ➜ Global Marketing Director at LaSalle Investment Management
Was: Director of Marketing at BNY Mellon


Lucy Edgington headshotLucy Edgington
Is now ➜ Senior Marketing Executive at Schroders
Was: International Marketing Executive at Schroders


David Lynch headshotDavid Lynch
Is now ➜ Integration Lead at Aberdeen Standard Investments
Was: Global Reporting Manager at Standard Life Investments


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

Website Spotlight: Troy Asset Management


A week out, but we’re right back at it again, bringing you the very best looking asset management websites. Prancing into this week’s edition is Maidenhead-based Troy Asset Management.

Prancing may seem like a rogue verb, but not so much when you check out Troy’s homepage, predominantly displaying a beautiful white horse, akin to Gandalf’s noble steed Shadowfax. It works well as a company mascot, providing bold brand awareness straight off the bat much like Investec’s famous zebra. The Equidae family goes hand in hand with financial services.

These images provide the basis for a clean carousel header to outline their investment aims and philosophies, and paves the way for a home page which is neat, simple but effective. We would perhaps like to see more of a focus on featured content, but Troy’s website does boast an extensive literature library for fund information, all segmented using a toggle toolbar, and users can sign up to regular investment updates using an opt-in email subscription box.

Troy’s main sell is its main lean on the company’s funds. Straight from the off, an investor can find a fund on the main page using three drop-down lists, but if browsing is the preferred method, the funds centre is certainly worth a look. Each fund page offers a large portion of information, with regularly updated prices, income shares and the like.

Interactivity is one of our main draws for a successful fund page, and Troy certain offers it with their fund information. The performance of the fund is displayed in the form of a graph which a budding investor can manipulate to their liking, and the asset allocation is displayed in a pie chart for maximum visual power. All of the funds can be accessed with ease using the top toolbar.

All in all, Troy Asset Management’s web offering gets all the basics right: a spotless, responsive site with all the pertinent fund information and downloadable content. Its menus and interactive features also look just as great on mobile!

Fund in Focus: Schroder ISF China A-Share

ShenzhenThis latest fund from Schroders is led by its lead investment professional Jack Lee from the Asian Equities Team, who states that the Chinese market is often a misunderstood one, having invested in China for the past 19 years.

However, we have seen plenty of fund action within onshore China in the past few months here at AMMF, and that shows no sign of stopping here with Schroders looking to invest in equities through the Shanghai-Hong Kong Stock Connect and Shenzhen-Hong Kong Stock Connect. China’s status on the fund map looks set to increase even more. It is currently the second largest equity market in the world, in fact, with the fund aiming primarily to provide capital growth, with investors given access to this market’s fastest growing companies.

There are around 3,500 stocks on offer here, and the investment team are looking mainly to small to mid-cap stocks that take an “active, bottom-up approach”, as FT Adviser notes. Lee highlights how dynamic this space is, particularly in such sectors as technology, healthcare and consumption.

Given the fast action from other firms to capitalise on China’s investment opportunities, Schroders have also taken the initiative to provide more services for their international clients, particularly with the belief that the Chinese equities market will soon take the lead as the world’s biggest in a short time. There’s also a firm belief that its under-representation in global portfolios means it has a low correlation to other markets.

The shift in power for the equity market is of global interest, and one which we aim to follow in AMMF through the news of such bold fund launches from money managers.

Further information: FT Adviser | Institutional Asset Manager

Firm in Focus: JPMorgan

Manuela-ValosoTime and time again there is talk about the time that is to come. Even still, the very act of artificial intelligence adoption is only just starting up, especially within financial services. The turn of the robotic tide could, however, come due to the actions of one specifically large institution in the financial world.

JPMorgan Chase – the USA’s largest bank – has informed its employees via an internal memo about the hiring of the company’s first ever head of artificial intelligence research. And in a report from Dealbreaker, it seems to be Uber-esque in its hiring of Manuela Veloso, the head of machine learning at Carnegie Mellon University, where she is also a professor.

Certainly, for the bigger banks, this is large-scale news about the keenness for artificial technology to be implemented. JP Morgan does, in fact, have a tech budget for this year totalling $10.8 billion, with new investments having a piggy bank of $5 billion.

AI in financial institutions has already proven fruitful for investment management services, with the use of robo-advisors to directly deal with clients at anytime, anywhere. It’s a flexible customer-facing method, but AI can also help to improve internal operations. Other services which could develop through our robotic counterparts include loan approval and fraud detection.

As banks and fintechs are seemingly continuing to evolve through acquisitions and partnerships, the future methods of banking look set to become digitalised even further, providing ease of access and faster payment methods. It almost seems a no-brainer for other large firms to follow suit and retain trust, whilst delivering innovative client experiences; JP Morgan may certainly have paved a robust road for others to follow with this hiring move.

Elsewhere, two former JPMorgan’s blockchain employees have taken their expertise to the inception of a startup which links enterprise-driven services with blockchains and user-facing applications. It will look to assist enterprises and developers with the setting up of applications.

The convergence of the ‘fin’ and the ‘tech’ continues to build with each week.

Further information: CNN Money | Dealbreaker | CoinDesk

In-depth Features

Walk-through Webinar 


Speaking of all things digital, here’s two digital speakers.

Our very own Global Head of Digital, Rich Watts, will be joining Trevor Crane, Head of AM Practice at Idio, in a webinar to discuss exactly how to meet the expectations of the modern, digitally savvy investor. It will take place at 5pm (GMT) on Thursday 24th May.

In a short-but-sweet 40 minute chat, Rich and Trevor will discuss how modern marketing can become the ultimate tool for institutional asset managers to best reach out and engage with financial advisors. Websites and campaigns are critical to drawing in the most important sales channel for AMs, and here you can find the best examples in the business, and how to leverage the capabilities of a modern investment website.

To sign up for this free webinar, please follow this link.

Bumper Report


Everyone loves a ranking system. From the much-loved annual KPMG Fintech 100, to the just-passed Eurovision Song Contest, the global race for talent crosses every sector – tech to performance, as these examples have shown.

Just this week, however, is an intricate study into the world’s best centres for wealth management, courtesy of Deloitte. Looking into their competitiveness, size and overall performance, the 2018 edition shows the study’s findings within nine wealth management centres which are (in alphabetical order): Bahrain; Hong Kong; Luxembourg; Panama & the Caribbean; Singapore; Switzerland; UAE; UK; and the US.

Much of the 44 page document breaks down the factors contributing to their success, including business environment, regulatory efforts, and market volume and development. The information is tucked neatly into graphs, charts and segments the country-specific findings boldly to create a vast and in-depth look into the global wealth management space and its success across multiple geographical regions.

You can download the whole paper from Deloitte’s landing page.

Fintech News: Guess what?! It’s crypto again!

Caveman-MoneyWaverly Deutsch seems to certainly have seen as much about crypto as anyone else, claiming on a recent Chicago Booth Review article to have been “bombarded” with student projects on cryptocurrencies.

And are we surprised? Of course not. But attempting to answer the question “Has the World Gone Crypto Crazy?”, the author takes us on a voyage to find out exactly how Bitcoin is a form of money, the multiple uses of blockchain technology (remember: not just reserved for the crypto space) and also looks into the ‘joke’ coins that have genuine market value.

It’s an entertaining read for novices and admirers of digital currencies, and includes some pretty awesome comic book-esque graphics, and a real-life ad from Hong Kong attempting to dissuade the population from dealing with ICOs.

Also pertaining to the Wild Wild World of ICOs is a hilarious response to this Project Syndicate article on ‘Initial Coin Scams’.

The FT’s daily commentary service Alphaville picked up on a little comment made about The Flintstones in regards to how ICOs will take us back to a so-called ‘Stone Age’. Essentially backing up an argument for why The Flintstones had a legitimate form of currency which actually denounces any need for crypto or blockchain, this article also discusses how the series is in fact a post-apocalyptic world following The Jetsons whereby all financial technology is lost. Strange? Absolutely, but also quite an astute and hilarious mini-argument for money managers that enjoy a nerdy giggle.

You can read this piece here.

Industry Insights

Brewing up a marketing storm

Re-treading the view of how banks need to react to a wave of disruptors – advertising experts Campaign compare this moment to exactly how the traditional beer industry has felt the overwhelming presence and popularity of craft beer.

Our UK readers will certainly know of BrewDog, possibly one of the most well-known craft companies which spawned from Scotland , who started a movement that has taken over many of the Britain’s pubs, particularly in London. I mean, you rather can’t go anywhere without scouting some Beavertown and Camden Hells pumps, but they are pretty, pretty good.

Anyway, the way that craft beer companies have put customers at the forefront of their product is what has driven increased engagement and sales of their products. People become enamoured with their excellent marketing efforts, and the UK financial industry has seen a very similar culture brew from such challenger banks as Monzo or Atom.

If you ever needed some innovative marketing ideas, courtesy of BrewDog themselves, and how exactly traditional players can match the efforts of its digital counterparts, then look right here.

And finally…

…besides any doom and gloom, it’s quite a lovely break to have some motivation.

And what better paths to success are there than listening to one of the most effective hedge fund managers of all time, Ray Dalio, of Bridgewater Associates? He has recently released an 8-part animated mini-series – Principles for Success – which is well worth a watch to get some inspiring chat, accompanied with some smart visuals.

That’s all for this week, but 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.