Sun, Mar 1, 2015
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
Alternative Market Briefing

Other Voices: Institutionalizing institutional marketing – what managers should concentrate on for the next stage of marketing

Friday, September 17, 2010

The following piece was authored by Charles E. F. Millard, President of Cardinal Advisors, LLC, based in New York City. Cardinal provides consulting in various areas of financial services, with a particular emphasis on interacting with pensions, institutional investors and governments. Mr. Millard was the Director of the United States Pension Benefit Guaranty Corporation from 2007 to 2009.

Many hedge funds are trying to evolve to the next stage of fund raising – the institutional market. Reliance on High Net Worth channels is expensive in both marketing and account maintenance terms, and individual investors can be fickle and impatient. The institutional market, with its concentration of capital and professional managers, is the ideal target market.

The challenge that many successful funds now face is how to “institutionalize” their capital raising activities. The challenge, as many of them have found, is more than brochure-deep. Yes, a compelling story well presented is essential but the required changes go much deeper than that.

  Alternative investment managers must understand the challenges faced by the CIOs and investment professionals to whom they are marketing.

At the beginning of 2009, the hedge fund industry was in disastrous straits. Absolute return strategies had not performed correctly; non-correlated strategies seemed to correlate; and hundreds of investors wanted rapid redemptions – t......................

To view our full article Click here

Today's Exclusives Today's Other Voices More Exclusives
Previous Opalesque Exclusives                                  
More Other Voices
Previous Other Voices                                               
Access Alternative Market Briefing


  • Top Forwarded
  • Top Tracked
  • Top Searched
  1. Investing - Seth Klarman of Baupost outlines his investment process as major stock market indices are stretched, Myriad hedge fund sold bulk of its Alibaba stake last year[more]

    Seth Klarman of Baupost outlines his investment process as major stock market indices are stretched From Valuewalk.com: As hedge fund manager Seth Klarman, leader of the $28 billion Baupost Group, reviews 2014 performance and considers investors gained near 7 percent on the year, he cons

  2. Adamas Asset Management and Ping An Insurance to co-manage $500m debt fund[more]

    Komfie Manalo, Opalesque Asia: Hong Kong-based Adamas Asset Management and Ping An Insurance Group, one of China’s largest financial institutions, have finalized a memorandum of und

  3. Opalesque Exclusive: dbSelect’s top ten FX strategies average almost 10% in January[more]

    Benedicte Gravrand, Opalesque Geneva: In one of Deutsche Asset & Wealth Management (AWM)’s hedge fund platforms, called dbSelect, a number of FX Strategies did very well in January. dbSelect is a managed investment platform for unf

  4. Opalesque Exclusive: SEC’s Mark J. Flannery warns hedge funds against valuation misconduct[more]

    Komfie Manalo, Opalesque Asia: Securities and Exchange Commission chief economist and director of Division of Economic and Risk Analysis (DERA) Mark J. Flannery has warned of the risks posed by market misconduct, particularly in the true valuation of assets by hedge fund managers. In his

  5. Dymon Asia's $3bn macro hedge fund lost 10.45% in January[more]

    From Reuters.com: Dymon Asia's $3.1 billion macro hedge fund lost 10.45 percent in January, performance data seen by Reuters showed, a month where many peers lost heavily after a surprise rise in the Swiss franc. Singapore-based Dymon, set up by Danny Yong, a former founding partner and chie