Kurtosys' Survey of Asset Management Marketers Reveals Industry Best Practices

Respondents prioritize content-rich websites as key to high-quality investor experiences

New York, NY – July 27, 2015 – Kurtosys, a leading global financial technology firm that creates digital marketing and reporting tools for asset managers, released the results of a new study on digital marketing practices in the asset management industry. This research was a follow-up to a 2012 study in which Kurtosys surveyed investors to determine their preferences regarding online access to information and services. The 2015 study was designed to determine how asset management marketers are dealing with a changing landscape of investors who are demanding more digital touch points.
One of the key findings of the study was that asset management marketing is shifting from a role of just supporting sales and distribution to actively engaging clients and targeting investors. Over 60% of the respondents stated that the primary objective of their marketing program is to “provide high-quality client experiences,” and nearly 90% stated that their website is extremely or very important to their marketing efforts.

chart: provide high quality client experiences
Thinking about your asset management firm’s objectives for your digital marketing programs, how important is each of the following?

Other top findings included:

  • Content marketing has finally arrived in asset management and is a big driver of the digital marketing effort.
  • Manual creation of documents, such as fund factsheets and client reports, continues to be one of the biggest pain points for the digital marketer.

Kurtosys CEO Jeff Hendren said, “We work so closely with fund and wealth management firms, so we understand the pressure asset management marketers are under in a highly competitive marketplace. Aligning well with our mission of helping asset managers go digital, this report contains valuable industry insights to help steer digital marketers to the most effective methods and technologies for reaching and engaging with investors.”
You can download a copy of the full report here:
Kurtosys 2015 Survey of Digital Marketing Practices at Asset Management Firms.

About the Survey

In June 2015, Kurtosys invited its community of digital marketing executives at asset management firms worldwide to complete an online survey. The objective of the study was to gain industry insight into goals and priorities for digital marketing programs, effectiveness of various digital marketing channels, trends in digital marketing technology investments and challenges in meeting investor demands for online servicing. Nearly 200 qualified respondents – the majority of whom identified their primary role as Marketing or Operations – completed the survey, representing a range of fund and wealth management firms of all sizes. 

About Kurtosys

Kurtosys is a global provider of digital marketing and client reporting tools that help asset managers attract and retain investor assets. Since 2002, our team of industry experts has been using digital media to transform the way that financial information is presented, shared and consumed. Kurtosys offers a broad range of fund marketing and investor servicing solutions – from Fund Factsheets and Fund Websites to Client Reporting and Secure Portals. ?Headquartered in New York, Kurtosys has offices in London, Cape Town, Reno and Gurgaon (India). For more information, visit www.kurtosys.com and subscribe to the Kurtosys blog, or follow us on Twitter @kurtosys.