Webinar recap: Performance is expected, but not sufficient

Our latest webinar explored the role of brand in the US intermediary market

Audience segmentation is essential in the US financial intermediary market, and brand has become a proxy for trust and reliability. These are some of the key takeaways from our latest webinar.

Earlier this month, a panel of industry experts gathered to explore the key dynamics shaping fund selection and the evolving role of brand in the competitive US intermediary asset management space. The webinar, hosted by Fundamental Group’s Vincent Hooplot, featured insights from a senior marketer at an asset management firm, and Gordon Kerr, Managing Director at Fundamental Group’s US office.

The discussion began with a stark reality: most participants (90%) agreed that the U.S. asset management market is heavily commoditized. Yet, interestingly, the consensus was also clear (100%) that fund performance alone does not win new business as meaningful differentiation is still key for fund selectors. “Investment performance is expected, but not sufficient,” as one participant put it.

While cost remains a primary consideration, other factors such as investment philosophy, fund ratings and manager tenure are key components of fund selection. These technical aspects are also not enough to secure more than your fair share of flows, engagement or loyalty.

Segmentation as a strategic necessity

Both the marketer and Kerr emphasized the importance of segmentation. The marketer described her firm’s tiered approach to adviser segmentation, where each segment requires a tailored approach, with some segments managed primarily through marketing. This model allows for scalable, targeted engagement that aligns with product priorities and sales strategy, all supported with data-driven, behavioural insights.

Kerr noted that understanding advisor demographics – such as age, digital fluency and experience – adds another layer of granularity essential for effective outreach. “Not all advisors understand investment products and strategies equally,” he remarked. “Education and tailored content are essential, especially in a volatile market.”

The role of brand: more than just recognition

With widespread consolidation and an ongoing squeeze on margins, is brand still relevant in asset management? The answer from the panel was an unequivocal yes.

Brand, however, was framed not merely as a logo or campaign, but as the sum of all client touchpoints – digital experiences, wholesaler interactions, investment materials and thought leadership. “Every interaction should reinforce your positioning and propositions,” one speaker observed. In an age of increasing product parity, brand becomes a proxy for differentiation, trust and reliability.

Unprompted brand recall – being top-of-mind for a particular strategy or asset class – was identified as the most reliable predictor of a prospect’s propensity to allocate. “If they think of you first when they think of emerging market equities, fixed income or any other asset class, you’re already winning,” said Hooplot. ‘Our longitudinal research underpins the importance of unprompted brand recall and its year-on-year strong correlation with buying propensity.”

Digital experience as the new front door

Another critical takeaway was the enduring value of the asset manager website. Despite crowded inboxes and a fragmented media landscape, advisors continue to rely on asset manager websites for credible, compliant investment content and information. “It’s your front door,” said the marketer. “If they land there and can’t find what they need in two or three clicks, they’re gone.” This was strongly echoed by Hooplot who added that asset managers so often fall into the trap of driving traffic to dated and dull landing pages.

Strong search engine optimization (SEO), user-friendly navigation and a seamless path to portfolio manager insights were all cited as essential. The rise of AI and answer engines only strengthens the case for making your own platform a trustworthy, content-rich hub in addition to the huge opportunity of paid and earned media for driving quality traffic to the owned environment.

Distinctiveness drives growth but it takes time

The marketer emphasized the importance of authenticity and consistency across all communications, from CEO messaging to product factsheets.

To stand out, her firm has leaned into bold, memorable creative, clear differentiators for each product, and insight-led campaigns that educate rather than push. “It’s not just why our product, but also why us and why now,” she said. “We start with the insight and lead to the solution.”

This approach is not about trying to replicate the dominance of the top three brands – Vanguard, Capital Group and BlackRock – but rather about carving out a relevant and distinctive space within a crowded marketplace. Hooplot concluded: ‘If you can’t outspend them you need to outsmart them”, citing Baillie Gifford as one of the brands that did a great job at creating brand alpha with their Actual Investors brand positioning.

Final takeaways

For asset management marketers looking to boost brand impact and engagement, the webinar distilled several actionable strategies:

1. Invest in segmentation. Know your advisor profiles and tailor engagement strategies accordingly.
2. Optimize the digital journey. Make your website fast, simple and informative.
3. Focus on consistency. Align messaging across all channels, touchpoints and roles, from PMs to sales.
4. Educate, then sell. Lead with insights to build credibility and foster loyalty.
5. Track recall, not just awareness. Being associated with the relevant investment strategies, styles and themes – specifically and strategically – matters more than simply being seen.

As one participant concluded: “You can’t build a brand in a day, but every email, every event, every click is an opportunity to move the needle.