Asset Management Marketing Focus #9

Welcome to our asset management marketing roundup

Asset managers are increasingly looking to embrace digital, offering innovative ways to engage with investors who are looking to trust those that are up to speed. From marketing funds on new look websites and social media accounts, to video marketing and written blogs, we here at Kurtosys scour the web to find the very best industry-specific examples of fund marketing and industry movers and shakers to save you the hard work.
This week’s round up brings you the latest industry movers, a cryptocurrency-based fund manager, an investment outlook guide, and Kevin Durant’s investment picks.

Movers & Shakers

Carolin Galig headshotCarolin Galig
Is now ➜ Marketing Manager at Lombard Odier Investment Managers
Was: Marketing Director – Continental Europe at GAM Investment Management (Switzerland) Ltd.

Jerker Holma headshotJerker Holma
Is now ➜ Business Development at Aktia Finance Ltd.
Was: Head of Marketing at Aktia Finance Ltd.

Jasmine Miller headshotJasmine Miller
Is now ➜ Business Development Manager at Lonsec
Was: Investor Relations at Man Group

Jason Shidler headshotJason Shidler, CAIA
Is now ➜ Director of Sales at Robeco
Was: Director of Sales at Schroders

Kurtosys expresses their best wishes to all starting in their new positions.

Website Spotlight: Alpha Architect

An asset management website could be well made by itself, but many times its affiliated ETF micro-site excels. When it concerns Alpha Architects, both the ‘Advisor area’ and ‘Fund area’ of their website prove worthwhile, and usefully link to each other in one site rather than being completely separate web domains.
Starting with the homepage, it features a neat-looking top toolbar, complete with icons and drop-down lists, in fitting with the whole site’s clear layout and crisp typography.
The bold images match the comfortably loud calls-to-action, which such instructions as ‘INVEST NOW’ and ‘LEARN NOW’, suitably leading to well-managed strategies pages. The fund specific buttons here are fully interactive, spinning with the hover of a mouse to give further information, such as minimums etc.
Through easy navigation of the top toolbar and a disclaimer page, a user is directed to Alpha Architects ETF only area. It features all of the main site’s idiosyncratic graphics, animated featured images and clear and colourful typeface, and the asset manager’s focus on ETFs is mirrored in the detail of presentation for each fund. Every fund has an elaborate and descriptive array of information, covering performance across various time-spans, and – most impressively – interactive charts highlighting their average returns. Fund details can also be downloaded as a separate Excel file; a perfect feature for number crunchers and spreadsheet fanatics.
We also like the fact that there is a multitude of downloadable and purchasable investor documents on the homepage, and whilst the blog section also features a vast amount of investment thought leadership articles, its layout lets it down somewhat. That doesn’t deter however from the lion’s share of Alpha Architects’ site, whose functionality and design is as commendable as the hefty amount of information for its investors.

Fund (Manager) in Focus: First Block Capital Inc.

A first here in Kurtosys’ AMMF: both the news of the establishment of a fund manager and their fund launch.
bitcoin fundBased in Vancouver, First Block Capital Inc. is an investment firm fully focused on digital asset classes. Having launched the Canadian Bitcoin Trust last July, the fund manager has now been granted official registration by the British Columbia Securities Commission (BCSC). The firm can operate under a current regulatory framework, whilst the novel idea of cryptocurrency investment continues to gain confidence, and whilst regulators continue to identify risks.
It is registered in British Columbia and Ontario. As the process and technical expertise behind bitcoin transactions would put off many investors, First Block are hoping to encourage it by solving the security factor and simplifying the way that crypto-investments can be stored.
Whilst confidence in bitcoin differs between many regulators in different countries, this is but another step towards a bitcoin-friendly investing world.
Further information: The Globe and Mail | Vancouver Courier | Coindesk

Industry Insights

Investment Association
Last week, the Investment Association released this year’s edition of their Asset Management Survey, which has been completed annually for 15 years. And yet, whilst Brexit has thrown the country’s economy into a bit of confusion, AUM in the UK (a strange, financial twist on the Sex Pistols hit) increased by 20% to a record amount of £6.9 trillion.
Hence, the UK has in fact found itself second only to the US as the top asset management hub in the world. You can find the full, 118-page statistic-filled document at this landing page, but we’ve also identified some of the top findings in our own blog here for your convenience.


Citywire Engage Content Breakfast  SEPTEMBER 27TH 2017 | LONDON
Rich WaitsNext Wednesday, Citywire Engage are hosting a breakfast time roundtable discussion focusing on how asset managers can connect more with prospects and existing clients through the medium of great content.
The event is to be held at 8pm at the Coq D’Argrent restaurant slap-bang in the centre of the city. Our very own Global Head of Digital Rich Watts will be in attendance as a guest speaker, also featuring marketing and investment professionals from asset managers and consultancies.
For more information please read our news item, and you can REGISTER FOR FREE at this landing page. We look forward to seeing you there!

Social Media Spotlight: Holborn Assets

Next up on our successful voyage through the social media accounts of asset managers is Holborn Assets: an international financial services company specialising in wills, expat advice, mortgages and pensions, based in Dubai.
Even when Twitter’s basic premise involves the re-tweeting of relevant information and articles, not many asset managers are as active as Holborn Asset in this endeavour, with everything from global bitcoin news to business lifestyle snippets to the UAE’s most prevalent economic updates shared throughout the day.
Their original content is exemplary in being just that: original. Take for instance, this timely and fun Game of Thrones infographic looking to present the dreaded world of mortgages in a more light-hearted way:

Similarly, the asset manager makes great use of Twitter’s other tweetable media. In this example, for instance, is a photo featuring photography and a savings-related thought leadership quote as part of a wider campaign…

…and this video explainer highlights the financial planning staple of writing a will, which also works in an ever-popular ‘soundless video’ format:

The standout Twitter feature from Holborn though is this embedded podcast. Rather than opening up in a separate window, the half-hour discussion plays directly in the Twitter feed, featuring insights from financial advisor Keren Bobker on female empowerment within the financial industry. A first in our social media spotlight, which we hope to see more of in the future.

As is often the case, Holborn utilise their Instagram in a similar way with bold graphics and quotations to present their financial outlooks and thought leadership.

It’s certainly pleasing to see internationally-minded financial services companies utilising social media platforms to their full extent.

And finally…

…often we feature our favourite examples of market outlooks by various asset managers. From written articles through to infographics to video roundtables between advisors, they are a staple piece of information to market to investors. But for anyone struggling to present the ever-changing landscape of global economics, this handy guide from Copylab can aid any financial content marketer in exactly how to go about the slippery task of providing prophetic insights. Featuring successful examples from Schroders, Fidelity and more in light of 2017’s policy changes, the UK snap election and similarly uncertain events, it’s a helpful document to save in your bookmark bar.
Ever on the look out for the fun, pop-culture centric takes on asset management, here Wealth Management present an entertaining slideshow of lessons for financial advisors based on hit Netflix show Ozark. Yes, it involves money laundering matters, but is steeply based in familiar territory, focusing on Jason Bateman’’s character as an advisor who finds himself in a compromising situation.
Following on from celebrity endorsements of the investment world, this week TechCrunch reported on basketball player Kevin Durant’s keen interest in developing The Durant Company, essentially his and business partner Rich Kleiman’s private equity fund. Speaking at TechCrunch Disrupt SF 2017, Durant noted how a move to the Bay Area almost automatically changes the outlook on one’s opinions and experience of startups and investing. Where else? And given Durant’s decision to join Golden State Warriors, and then win last season’s NBA Championship, he must know a thing or two.
That’s all for this week, but be sure to check back soon for more asset management marketing highlights and fintech snippets from Kurtosys.


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