Amid a challenging fund-raising environment, regulatory changes and technological advancements, distribution strategy is more important than ever, according to Adrian Whelan, Managing Director at Brown Brothers Harriman (BBH).
The BBH team have published a report that finds that finds there is no single optimal distribution strategy, instead many disparate elements must work in unison towards a common goal that ultimately achieves consistent asset growth. The report, “How to Differentiate Distribution in 2024,” found that 54 per cent of firms plan to actively raise assets in Europe in the next three years.
Whelan and the report’s suggestions include:
Treat Distribution as a Team Sport: Face-to-face sales are no longer the only way – new skills are needed to access and engage digital natives and technology led platforms that now dominate asset allocations.
Prioritise Client Experience and Service: Asset managers are adapting to changing dynamics with plans to offer more innovative products and large managers could take advantage of their resources across product design, marketing, and sales to get ahead.
Maximise Product Innovation: Good technology, interfaces, and better data insight and pattern recognition are helping asset managers leave lasting impressions with their investors, especially during the onboarding process.
