kasina has some words of wisdom for asset managers when it comes to value-added programs for advisors, designed to increase inflows: be careful.
"We see asset mangers investing anywhere from $100,00 to $1 million annually in designing and disseminating value-added programs for advisors with little or no impact on assets under management," according to Anu Heda, manager at the New York-based consulting firm.
A big finding was that an asset manager must take into consideration two big ideas, the firm's brand and the goals of the distribution partner, when designing a program. The disregard of one or the other will result in failure.
In the end, kasina makes three core actionable findings in the report:
*Center on a strong brand - do not build programs around a brand currently in development;
*Improve the overall process - reach advisors at numerous times, include wholesalers, and foster program mesurment; and
*Segment advisors - Only deliver programs relevant to advisors needs.
The study is the product of interviews with marketing executives at 15 of the largest asset managers by AUM in the U.S.
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