Wed, May 4, 2016
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. Hedge funds see $14.3bn outflows in Q1, CTAs and multi-strategy lead net inflows[more]

    Komfie Manalo, Opalesque Asia: The hedge fund industry saw net outflows of investor capital in the first quarter of the year, totaling $14.3bn, data from Preqin showed. This continues from the $8.9bn overall net outflows that funds recorded in Q4

  2. Third Point calls Q1 "catastrophic" for hedge funds[more]

    Bailey McCann, Opalesque New York: The first quarter of this year was rocky for hedge funds based on aggregate performance from the industry, but now we are beginning to hear what the managers thought of it as quarterly letters make their way to investors. Dan Loeb, CEO of New York-based $17 bill

  3. Asia - Stabilization of China's capital outflows may hinge on Janet Yellen, Fink says China to do well this year as bubble threat postponed, Chinese hedge fund to invest in India’s infrastructure[more]

    Stabilization of China's capital outflows may hinge on Janet Yellen From Bloomberg.com: Whether China’s recent stabilization of its currency and capital outflows continues -- or downside pressure reignites -- may hinge in large part on Janet Yellen. If the Federal Reserve chair sticks to

  4. …And Finally - After all, judges are human too[more]

    From Newsoftheweird.com: In March, one District of Columbia government administrative law judge was charged with misdemeanor assault on another. Judge Sharon Goodie said she wanted to give Judge Joan Davenport some files, but Davenport, in her office, would not answer the door. Goodie said once the

  5. Comment - Unmasking the men behind Zero Hedge, Wall Street's renegade blog[more]

    From Bloomberg.com: Colin Lokey, also known as "Tyler Durden," is breaking the first rule of Fight Club: You do not talk about Fight Club. He’s also breaking the second rule of Fight Club. (See the first rule.) After more than a year writing for the financial website Zero Hedge under the n