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Rob Mackay Bailey McCann, Opalesque New York:

SunGard is launching a new product for alternative asset managers, Hedge360. The product is designed to provide alternative asset managers with all of the tools needed for the full investment lifecycle. The product is the result of investor and client feedback.

I spoke with Rob Mackay, Chief Operating Officer, and Dae Kim, Director, SunGard’s Hedge360 about the launch.

"We looked at all of the products we currently provide and spoke with clients and investors in order to create a complete solution. We provide the tools as well as interfaces with prime brokers, administrators, OMSs and EMSs," Mackay explains.

Hedge360 is designed to bring a fund onto a single platform supporting front, middle and back office. The product can be customized in order to meet specific budgetary and structural requirements as well. Hedge360 services include: portfolio management, risk management, portfolio accounting and reporting with dedicated coverage of convertible arbitrage strategies and independent valuation.

"We wanted to approach it from a consultative standpoint, we looked at all of the research we had on hedge funds. We knew that we needed to create interfaces with all of the necessary external areas that the entire workflow requires," Mackay says.

Hedge fund managers are faced with increasing regulatory and investor demands. As su......................

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