Tue, Oct 6, 2015
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
Industry Updates

Cerulli: client service, useful website, brand most important factors in advisors' choice of asset manager

Monday, January 07, 2013
Opalesque Industry Update - New research finds strong client service, useful website, and recognizable brand are the most important factors in advisors' choice of an asset manager, according to Boston-based global research firm, Cerulli Associates.

"The most important attribute (among 11) impacting a choice of asset manager is strong client service, chosen by over 50% of advisors, declaring it has a major impact," states Pamela DeBolt, Senior Analyst at Cerulli. "The second-most important factor is a recognizable brand (34%) followed by a useful website (34%)."

The January issue of the U.S. Asset Management Edition of The Cerulli Edge examines marketing and branding challenges, enhancing and expanding distribution efforts, and projections for product development in 2013.

"Brand has become increasingly important for advisors and asset managers. In fact, brand is a firmwide focus for many companies this year," DeBolt explains. "Many experts believe that consistent messaging over a period of a few years is required to make a significant impact on brand awareness."

However, Cerulli proprietary surveys show that resources for brand initiatives are not keeping pace with brand's perceived importance. "Marketing's most significant challenge is lack of financial commitment to advertising, brand initiatives, and website enhancements," DeBolt continues.

Cerulli reiterates that building a brand requires long-term, strategic planning and encourages asset managers to think creatively when developing and executing their branding and advertising campaigns. Given marketers' biggest challenge is lack of financial resources; Cerulli suggests firms utilize unconventional, less expensive ways to promote their capabilities. For example, Cerulli research finds that nearly two-thirds of asset managers expect to increase advertising through the Internet.

(press release)

CLICK HERE to request a press copy of this research.


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. Performance - Hedge fund moguls Einhorn, Loeb, Rosenstein lose money in September, Risky strategy sinks small hedge fund[more]

    Hedge fund moguls Einhorn, Loeb, Rosenstein lose money in September From Reuters.com: Billionaire stock pickers David Einhorn, Daniel Loeb and Barry Rosenstein on Wednesday told their wealthy investors they lost money in September as market turmoil inflicted more pain on some of America'

  2. Opalesque Exclusive: IRAs represent billions of untapped capital for hedge funds[more]

    Benedicte Gravrand, Opalesque Geneva: Retirement accounts might not be the first source that comes to mind for those looking to raise funds, but they may represent billions of untapped capital. Unlike traditional retirement accounts,

  3. Opalesque TV: One way to access market hedge funds in the EU under the AIFMD radar[more]

    Benedicte Gravrand, Opalesque Geneva: While the Cayman Islands, the US and Hong Kong await the pan-European marketing passport to be extended to alternative investment fund

  4. U.S. hedge funds prepare for worst finish this year since 2008[more]

    Komfie Manalo, Opalesque Asia: U.S.-focused hedge funds are preparing for their worst year since the 2008 global financial crisis, following a series of letdown including the market sell-off in August and the sell-off in healthcare and biotechnology sectors last month, reported

  5. Vilas’ equity long bias hedge fund generates market-beating results[more]

    Komfie Manalo, Opalesque Asia: The Vilas Fund, an equity long bias fund managed by Chicago, Illinois-based Vilas Capital Management, posted five-year annualized returns, net of fees, of 23.47% vs. 15.87% for the S&P 500 Index, including divid