The power of personalisation in asset management marketing across APAC

Personalisation can help asset managers to build deeper relationships and foster trust, ultimately driving better results

Asset management marketing in Asia-Pacific (APAC) is undergoing a quiet revolution. Across markets like Hong Kong, Singapore, Japan and Australia, firms are moving away from mass messaging and entering a more intelligent, intentional era, one defined by personalisation.

This evolution isn’t just about keeping up with trends, it’s a response to shifting investor expectations, the rise of digital first behaviours and the availability of richer data sources. From sovereign wealth funds to self-directed retail investors, audiences are demanding more relevance, more immediacy and more respect for their individual needs.

For marketers, the question is no longer why personalise, but how to do it meaningfully in a region as fragmented and complex as APAC.

Why personalisation has become essential

1. Investor sophistication is rising

Asia is home to some of the fastest growing and most dynamic wealth markets in the world. According to Boston Consulting Group, nearly half of global wealth growth by 2027 will come from this region. But this isn’t just about asset volume, it’s about investor expectations.

The investor base in APAC has undergone a dramatic shift in recent years. Wealthy investors in Singapore and Hong Kong have adopted high-tech financial tools like robo-advisers, while Australian superannuation members have become increasingly engaged in managing their investments with a self-directed approach and mindset. At the same time, institutional investors in Japan demand long-term stability and risk-averse strategies that cater to multi-decade goals and the transfer of inter-generational wealth. This complexity in investor profiles highlights the need for a more tailored approach to asset management marketing.

Personalisation allows marketers to align with these demands by demonstrating empathy, knowledge and strategic alignment. Asset managers who embrace personalisation will meet the expectations of these increasingly sophisticated investors, delivering tailored content and recommendations that feel relevant and timely. Personalisation isn’t just a “nice-to-have” anymore, it’s a necessity for staying competitive in APAC’s diverse landscape.

2. Huge advances are being made in marketing technology

Thanks to advances in marketing technology, especially AI-driven content engines, customer data platforms (CDPs) and CRM-integrated workflows, personalisation is no longer laborious. It’s scalable.

In the past, delivering relevant content to every individual in your audience was nearly impossible. Now, it’s a reality. Thanks to advanced data analytics and machine learning, asset managers can now understand investor behaviour at a granular level. Technologies like AI-powered programmatic advertising and dynamic content generation enable marketers to adjust their content in real-time, tailoring it to the unique needs of each individual investor.

Firms can now deliver tailored experiences based on behaviours like fund fact sheet downloads, webinar attendance or geographic location. For example, a HNW investor from Tokyo researching retirement income solutions should be shown different content than a Hong Kong-based IFA exploring ESG funds. The capability to make that distinction effectively and efficiently, in real-time, now exists.

In a 2023 survey by Deloitte, 82% of asset managers said they were planning to invest more in AI and data analytics to enhance their marketing efforts. This reflects a growing understanding of the potential of these technologies in transforming marketing strategies and improving engagement with investors.

3. Natural fragmentation across the market

APAC is a collection of diverse markets, each with its own distinct cultural, regulatory and behavioural landscape. From Hong Kong’s blend of Western influences and local norms to Australia’s advanced digital ecosystem, each market requires a tailored approach to personalisation.

Cultural nuances are often just as critical as demographic data. For example, trust is crucial in markets like Japan, where subtlety in communication and an emphasis on long-term relationships are the key to winning investor confidence. Investment decisions in Japan are often influenced by reputation and the long-standing relationships firms build with clients, which means personalisation here revolves around demonstrating authenticity, reliability and credibility.

In contrast, Singapore investors demand real-time insights and digital-first experiences. This is a result of the country’s emphasis on fintech innovation. The growing number of HNW Singaporean investors are accustomed to a seamless, digitally integrated investment experience and have high expectations when it comes to technology. In this environment, asset managers need to be agile and tech-savvy in delivering personalised content that speaks to the rapidly changing needs of digital-first investors.

On the other hand, Australia’s compulsory superannuation system has created a wealth of digital behavioural data, presenting an exciting opportunity for firms to engage with retail investors at scale. Australian retail investors are data-driven and expect highly personalised content across digital touchpoints. A superannuation member might expect to see targeted content that speaks to their long-term retirement planning needs, while a younger retail investor might respond better to dynamic content about tech-focused or ESG investments.

Marketers must adapt to these regional differences in order to deliver a truly personalised experience. This starts with understanding the unique drivers of each market and tailoring content and delivery methods to meet these needs.

Regional nuances in personalisation

Treating APAC as a single market is a mistake. The region’s diversity means that personalisation requires careful consideration of local factors, including:

• Hong Kong: Combining global investor expectations with local regulatory sensitivities. Cantonese content and cross-border communications remain essential for investors here.
• Singapore: A fintech-forward, digitally savvy market. Investors here expect seamless digital journeys and real-time insights, particularly within the intermediary and HNW segments (which are growing at pace). Singapore’s regulatory framework encourages innovation, meaning marketers can experiment with digital tools and AI-driven solutions that would not be as feasible in other markets. Personalisation here is about speed, agility and technology, enabling firms to automate content delivery and provide real-time recommendations.
• Japan: A market where trust, subtlety and stability are paramount. Personalisation here is about tone, life-stage relevance and high-quality educational content. Japan’s investors, particularly in the older demographic, tend to be risk-averse, prioritising long-term wealth preservation over short-term gains. Educational content on how funds can weather market volatility may be particularly effective. In this context, asset managers need to create content that speaks to security and stability while respecting Japan's deep cultural importance of relationships and respect in business dealings.
• Australia: One of the world’s most data-rich retail segments, driven by the compulsory superannuation system and a strong digital ecosystem. Personalisation opportunities thrive across super fund members, advisers and direct investors. Retail investors in Australia are more data-driven, and they often expect to engage with content on multiple digital platforms before making investment decisions. Australians also favour transparency and simplicity in their financial decisions, so content should focus on clear, straightforward messaging without jargon.

Personalisation beyond audience type

Marketers often categorise communications by investor type: institutional, intermediary or individual. However, meaningful personalisation goes far beyond this surface-level segmentation.

An institutional investor in Tokyo is vastly different from a superannuation fund in Melbourne. Similarly, an IFA in Osaka has distinct needs compared to a Singaporean family office. And a millennial investor starting to tap into the growth of robo-advice in Sydney will require different content compared to a high-net-worth retiree in Hong Kong.

Effective personalisation involves a deeper level of segmentation that goes beyond basic demographics. Successful marketers are considering multiple factors when creating content:

• Firm structure and size: The type of firm an investor belongs to impacts their goals. An institutional investor from a sovereign wealth fund in Singapore will need different messaging than a family office in Japan.
• Investment time horizon: Short-term traders require different insights compared to long-term investors.
• Preferred communication style: Institutional investors may appreciate a more formal tone, while younger retail investors may prefer a more informal, conversational approach.
• Platform or distribution partner: An investor engaging with a product on a mobile app may want different content compared to one interacting via a website or email.
• Regulatory environment: Different markets have varying levels of regulatory scrutiny, which may affect what content can be shared and how it must be presented.
• Past engagement history: Personalising based on how the investor has interacted with the brand in the past (e.g., downloads, webinars, previous investments) allows for more relevant messaging.

Understanding these layers creates a more granular segmentation model, making personalisation more targeted and impactful.

Cookies, consent and the future of data

As personalisation matures, so too must our approach to data collection. The use of third-party cookies, the traditional method of digital targeting, is rapidly declining. Regulatory frameworks like GDPR (General Data Protection Regulation), PDPA (Personal Data Protection Act in Singapore) and Japan’s Act on the Protection of Personal Information are making data privacy central to marketing strategies.

Browsers and users alike are increasingly blocking cookies, causing a massive shift in how marketers track, collect and use data.

For asset managers, this means:

• Building first-party data: Leveraging owned channels (e.g., gated whitepaper content, newsletter or webinar signups) to collect direct insights from investors.
• Creating value exchanges: Encouraging voluntary data sharing, such as offering access to white papers or market reports in exchange for preferences or behavioural insights.
• Contextual targeting: Using intent signals such as search queries or content interactions, rather than relying solely on cookies to make marketing decisions.

This transition is important for the long-term sustainability of personalised advertising and marketing in a post-cookie world. It also requires a strong emphasis on transparency and respect for data privacy, which in turn helps build trust with investors.

Utilising advertising strategies

A modern advertising strategy in APAC doesn’t deliver the same fund ad across every channel. Instead, it starts with smart segmentation, allowing marketers to meet investors at the right moment with the right content.

Here’s how a campaign could evolve through personalisation:

1. Audience segmentation: Break out segments by region, investor type, investment interest (e.g., ESG, income, tech innovation) and digital behaviour.
2. Creative variation: Use different messaging for the same fund depending on the segment. A thematic equity fund might be marketed as a growth opportunity to Singaporean intermediaries, a diversification play to Hong Kong insurers, and a tech innovation story to retail investors in Australia.
3. Channel selection: Map content to platforms your audience actually uses for investment purposes.
4. Dynamic content: Use tools to swap out images, copy or CTAs depending on who is seeing the ad without needing separate creative for every version.
5. Measurement and optimisation: Analyse which segments are converting, not just clicking. Then feed those learnings back into creative, messaging, and audience prioritisation.

One of the major advancements in programmatic advertising and personalisation is the ability to deliver dynamic content. Marketers can swap out images, copy and even calls-to-action based on user characteristics.

For example, a Hong Kong investor seeking content on tax-efficient investing could see a banner ad tailored to their region, offering a localised resource. Meanwhile, a retail investor in Singapore might see a banner for a multi-asset ESG fund, reflecting their growing interest in sustainability.

AI tools and machine learning algorithms can power this dynamic content, analysing patterns of behaviour across your audience to deliver the most relevant message at the moment of decision.

The use of real-time bidding

Integrating real-time bidding advertising with Customer Data Platforms (CDPs) works by leveraging the rich, first-party data stored in the CDP to inform real-time bidding and targeting strategies in programmatic campaigns. A CDP consolidates customer data across various touchpoints, including web visits, email interactions and engagement with content. This data is then used to segment audiences based on their behaviours, preferences and demographics, providing a comprehensive view of each individual.

Once the audience segments are defined, programmatic advertising platforms can access this data to target users in real-time across a range of digital channels, such as display ads, video and more. One of the key benefits of using a CDP with programmatic advertising is the ability to create look-alike audiences. These are new potential clients who exhibit similar characteristics and behaviours to your high-value existing clients, as identified through the data in the CDP.

For example, if an asset manager notices that a certain group of investors (e.g., institutional clients interested in ESG) tends to engage with specific types of content or exhibit certain behaviours (such as visiting the website during specific times of the day or downloading detailed ESG-related reports), this information can be used to create look-alike segments. Using machine learning and predictive analytics, the programmatic advertising platform can find other users who share these patterns and serve them the same targeted messages that resonate with the original high-value group.

This process is dynamic and continuous, with the system constantly learning and refining the targeting as new data comes in. The ability to adjust targeting strategies in real time ensures that marketing efforts remain highly relevant, optimising ad spend and increasing the likelihood of reaching the right audience at the right time with the right message. The result is more efficient campaigns that drive better engagement, higher-quality leads, and ultimately, greater conversion rates.

Considering the offline experience

While digital marketing strategies powered by AI and data analytics are revolutionising the way asset managers engage with investors, traditional marketing channels still hold significant value in many parts of APAC. The value of brand remains crucial, and the key is understanding how to balance these new-age tools with established methods of communication to create a holistic, multi-channel approach.

In markets like Japan and Hong Kong, where investors may place significant trust in face-to-face interactions, incorporating offline channels like events, seminars and in-person consultations remains crucial. These traditional channels can complement digital strategies by providing opportunities to build deeper relationships, offer educational experiences and respond to specific investor concerns in a personal, consultative manner.

By combining digital and offline marketing strategies, asset managers can create a more well-rounded experience that speaks to a wide range of investor preferences and cultural norms. This also offers an opportunity to integrate omnichannel marketing, ensuring that messaging is consistent across platforms while also being customisable based on investor needs.

Leveraging signals

To further enhance personalisation, asset managers can leverage behavioural signals to understand when investors are most engaged and ready for targeted messaging. These signals can come from a variety of touchpoints, industry sources on wide-spread engagement into an asset class or topic, a rise in website visits, webinar attendance, content downloads, and even email interactions. By tracking and analysing these signals in real time, marketers can identify high-intent moments and deliver the most relevant content at the optimal time. For instance, if an institutional investor has engaged with multiple pieces of content on ESG investments over a short period, this indicates a strong interest and readiness to receive more in-depth, tailored insights.

Similarly, if a retail investor is frequently revisiting information about a specific fund or investment strategy, they may be ready for a conversion-focused message, such as a call to speak with a financial adviser or access personalised portfolio recommendations. By mapping out these engagement signals, marketers can build dynamic content flows that respond to the investor’s level of interest and readiness, increasing the chances of conversion and long-term relationship building.

Summary

In the highly competitive landscape of asset management marketing across APAC, personalisation is no longer a luxury, it’s a necessity. Investors expect content that speaks to their specific needs, preferences and behaviours. Asset managers who fail to embrace personalisation risk losing touch with their target audience, while those who do it well can build deeper relationships and foster trust, ultimately driving better results.

The key to success lies in leveraging data, technology and cultural insights to create tailored experiences that feel personal, relevant and timely. By combining innovative marketing technologies with a deep understanding of regional differences, asset managers can meet the growing demands of a more sophisticated investor base across APAC.

As the region continues to evolve marketers must stay agile, adapting their strategies to keep pace with changes in investor behaviour, privacy regulations and emerging technologies. By doing so, they can unlock the full potential of personalisation, creating lasting value for both investors and asset management firms alike.