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Alternative Market Briefing

Success in hedge fund marketing not linked to performance, but investor appetite

Tuesday, July 15, 2014

Komfie Manalo, Opalesque Asia:

Success in marketing a fund is not linked to the performance, but to investor appetite, to the way you can market the fund, and to how much time you can spend to raise assets, said Antoine Rolland, the CEO of incubator and seeding firm NewAlpha Asset Management at the recentOpalesque 2014 France Roundtable.

"So again, time is money," Roland continued. He added today, all managers face the same challenges regarding marketing and development. He said that when people claim they can raise their assets because they are making money from the performance of their fund, is often times not true.

The Opalesque 2014 France Roundtable was sponsored by Lyxor and Eurex and took place at the Paris office of Lyxor.

Denis Beaudoin, founder and current CEO of Finaltis explained that regulations can also greatly hinder the marketing of funds across the board. He told participants of the Roundtable, "The first thing is that a client has to be in demand of a product. You cannot push a product onto a client when the client doesn’t want to buy it, or even worse, when he is not allowed to buy the product."

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