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Alternative Market Briefing

Other Voices: JOBS Act will prompt hedge funds to re-evaluate their marketing strategy

Wednesday, July 10, 2013

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Donald A. Steinbrugge

This article was authored by Donald A. Steinbrugge, CFA, Managing Member at Agecroft Partners, LLC, a third party marketer based in Richmond, VA.

The hedge fund industry is the most competitive industry in the world... What is so ironic about this culture is the almost complete lack of focus on having a marketing strategy to take advantage of the upcoming passage of the JOBS ACT. Part of this marketing atrophy has been created by strict historical regulations significantly limiting a hedge fund ability to market themselves. This has created an industry where a majority of assets have been going to firms with the strongest brands and not necessarily the high quality funds. These strong brands often take a very long time to create, however the new JOBS ACT will change this and give hedge fund firms an opportunity to dramatically change the relative position of their brands within the hedge fund industry. Their marketing strategy can be confined to traditional hedge fund investors or be more broadly targeted to go after accredited high net worth individuals.

Agecroft Partners believes this new legislation should prompt all hedge funds to re-evaluate their marketing strategy. Some of the questions that need to be addressed after taking into consideration compliance issues include:

What additional information should be included on websites? Many hedge funds will begin to include information......................

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