Trust, technology and transparency shaping the future of investor marketing

Traditional distribution models are changing quickly, a recent roundtable discussion concluded

Key points:

• Asset managers that continue to rely solely on intermediary relationships risk losing visibility and investor connection.
• Two-thirds of UK investors say asset managers’ language is too complex or impersonal, creating a disconnect between brand and audience.
• Investors now rate AI tools as more reliable than financial influencers, with AI scoring 3.1 out of 4 for reliability compared to 2.86 for financial influencers.

As investors increasingly take control of their own financial futures, asset managers face a new reality: success now depends as much on trust, transparency and digital visibility as on fund performance.

That was the consensus among senior marketing leaders in asset management who joined Vincent Hooplot, COO of Fundamental Group, for a roundtable in London last week. The event, held alongside the release of Fundamental Group’s UK Individual Investor Report 2025, explored how brands can stay relevant in a rapidly evolving investor landscape.

The shift from B2B to D2C is accelerating

Traditional distribution models are being redefined at pace. “Asset managers who solely focus on B2B, are increasingly at a disadvantage,” said Hooplot. “Asset managers who include a direct-to-consumer approach are growing fast, and platforms are becoming the a key owner of the relationship with individual investors.”

A 2023 BCG report projects that by 2030, up to 40% of fund flows will be direct, driven by the rise of investor apps, D2C platforms and AI-powered advice tools. Asset managers that continue to rely solely on intermediary relationships risk losing visibility and investor connection.

According to our latest UK Individual Investor Report, trust now outranks performance, fees and product range as the biggest driver of investment decisions.

“Investors tell us that even with strong performance, they wouldn’t trust an unfamiliar brand,” Hooplot explained. “That’s a powerful reminder that unprompted brand recall and credibility matter just as much as returns.”

The data backs this up: brand distinctiveness and recall show a strong correlation with investors’ intent to buy. In other words, brands that are top of mind are the ones that get chosen.

Clarity over complexity

The roundtable also explored how the industry communicates with investors. Two-thirds of UK investors say asset managers’ language is too complex or impersonal, creating a disconnect between brand and audience.

“Transparency and simplicity are essential,” said Hooplot. “Education is becoming the new norm.”

Participants agreed that effective marketing must balance accessibility with depth. Short, engaging content helps attract attention, while more detailed formats build credibility once investors are ready to learn more.

AI as the new financial influencer

Artificial intelligence has quickly become a key part of the investment journey. Investors now rate AI tools as more reliable than financial influencers, with AI scoring 3.1 out of 4 for reliability compared to 2.86 for financial influencers.

“Investors are already using AI to search, compare and evaluate products,” one of the participants agreed. “If you’re not visible within those results, you’re effectively invisible.”

For marketers, this means expanding the definition of SEO – optimising not just for search engines, but for AI-driven recommendation systems that are shaping financial decisions.

The rise of active ETFs

The discussion also turned to product innovation, particularly the rapid growth of active ETFs, which have seen a 385% increase in Europe over the past five years.

Hooplot described them as “the missing link” — combining the appeal of active management with the transparency and accessibility investors value in ETFs. But here again, brand plays a decisive role. As one marketer put it: “Brand is very important in active ETFs. All the winners score highly in brand research.”

Bridging the knowledge gap

Despite growing participation, many UK investors still lack confidence and understanding. Complexity, jargon and market volatility remain key barriers to investing.

“We know certain things as an industry that end investors don’t,” Hooplot reflected. “People are making decisions on limited information. That’s where education and support become powerful differentiators.”

The senior marketers agreed that educational content – delivered clearly and consistently – is one of the strongest ways to build both brand equity and long-term investor trust.

Marketing’s expanding role

As the conversation drew to a close, participants reflected on how the role of marketing in asset management is changing.

“Campaigns are becoming more data-driven, more complex and more essential,” said one attendee. “It’s no longer about just visibility. It’s about relevance.”

Hooplot summed up the discussion succinctly: “Trust, technology and transparency are key drivers that will define the winners in asset management distribution and marketing.”