How digital puts fund investors at the centre

Asset managers are missing the bigger picture if they see digitalisation only as a way to cut costs. For sure there are still substantial efficiency gains to be made from automation, and pressure on fees makes this work urgent. Yet fund businesses need to have a broad digital strategy which will give them better understanding of end investors’ needs and behaviour.  

The fund industry is one of the few businesses that develops its products without really knowing what end clients want. The result is a market with too many funds struggling to be viable because they lack sufficient critical mass of assets under management. Investment strategies are central to most funds’ offering and communication activity, but this product centric approach leaves many potential investors cold. Alternative ways need to be found to foster trust in potential new clients, and to reinforce existing investors’ loyalty...