Fri, Nov 27, 2015
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
Industry Updates

Hedge funds should approach marketing in four stages of fund development lifecycle – Merlin Securities

Wednesday, August 25, 2010
Opalesque Industry Update - Hedge fund managers should be tailoring their marketing strategies to address the needs of their investors, says a new paper by Merlin Securities, a New York based prime brokerage firm.

In a newly published white paper “ The Spectrum of Hedge Fund Investors and a Roadmap to Effective Marketing”, Merlin Securities advises of the four stages of fund development from launch through to major institutional investor fundraising, and the focus on different services and infrastructure capabilities a fund manager should have to meet the needs of the very different investors who will become part of your client base throughout your fund's lifecycle.

While pre-financial crisis many investment managers invested in infrastructure to build strong operational foundations expecting aum growth across the industry to continue at a strong pace, as AUM levels have declined, even as hedge fund performance has largely remained steady, many managers are facing business management challenges in addition to the expected challenges of portfolio management.

“Today’s climate necessitates difficult decisions both for the top and bottom lines.” Observe Ron Suber, John Quartararo and Patrick McCurdy, the papers authors. The trio looks at various investors into the hedge fund universe and how to best leverage their needs during the different phases of asset raising.

“Clearly the landscape has changed dramatically for hedge fund managers and the investment community over the past several years. And so, too have the investment approaches of each level of the spectrum changed. For hedge funds seeking to reach the next level of AUM, it is important to understand where the fund is in its lifecycle, which investors should be targeted and what each of those investors requires. Only then can a fund begin to organize its overall marketing strategy to meet the increasingly stringent investor requirements.”

The full paper “The Spectrum of Hedge Fund Investors and a Roadmap to Effective Marketing”, can be downloaded here: Source


See our May-2010 articles:
Opalesque Exclusive: Merlin's seven values for hedge funds Source,
Opalesque Exclusive: Merlin issues a twelve-point guideline to hedge fund best practice Source


What do you think?

   Use "anonymous" as my name    |   Alert me via email on new comments   |   
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. Other Voices: Hedge fund marketing and the selling cycle[more]

    By Bruce Frumerman. How long is the selling cycle now? That’s a question my financial communications and sales marketing consulting firm has been asked on a regular basis by hedge fund firm owners and sales people, ever since we opened the doors to our firm in 1987 pre-crash. Wa

  2. People - Solus Alternative Asset Management adds chief strategist from BTIG[more]

    From Daniel Greenhaus joined hedge fund manager Solus Alternative Asset Management as managing director and chief strategist. He will work closely with Chris Bondy, Solus’ chief economist, managing director and executive vice president, said Chris Pucillo, CEO and chief investmen

  3. Opalesque Roundtable: Seeding deal terms can be onerous for hedge funds[more]

    Benedicte Gravrand, Opalesque Geneva for New Managers: Executives from fund of funds firms, family offices, a placement agent, a private equity firm, and an accounting firm gathered in Connecticut last month for the

  4. Opalesque Roundtable: Family offices flock to co-investment[more]

    Bailey McCann, Opalesque New York: Co-investments have been a hot topic for pension funds in recent years, as they try to move away from high fees and improve transparency. But now, family offices are more readily getting into the mix and establishing in-house deal teams, according to the delega

  5. More institutional investors invest in CTAs compared to last year despite dissatisfaction with performance[more]

    Benedicte Gravrand, Opalesque Geneva: "Despite a strong start to 2015 for CTAs in Q1, commodity market conditions have made return generation difficult for fund managers over much of the rest of the year to date," says Preqin’s November