For the folks at AXA Rosenberg, 2002 thus far and 2001 have been good times, at least according to Lee Martin, senior vice president at the firm. Looking to take the bull by the horns, so to speak, the firm is launching a new product, polishing up its online presence, and beefing up its marketing efforts.

First, the new product. AXA Rosenberg is launching a new large cap fund, which will be available some time during this quarter. "This offering represents another piece of our portfolio. Our other strategies that are available via our retail channel are pretty much niche strategies. Investors have been looking to invest money in our core strategies. We have provided that strategy for institutions, and now we are introducing it for our retail market," Martin told the MutualFundWire.com.

The firm has also made design changes to its Internet site. For a look at the firm's online presence, follow this link.

AXA also reports that the first quarter has seen positive cash inflows for the company as well as for 2001. The firm is also adding share classes to its offerings. "Typically, we are a no-load shop," Martin stated. "But we are now adding a load class of shares as well."

Martin also contended that AXA Rosenberg's value market neutral fund was performing well, too. "This is a combination of long positions and short positions. It is an alternative investment, a hedge fund investment wrapped around a mutual fund wrapper," the executive explained.

Silvia Cavallini, from the firm's global communications group, further reported that the firm won the Quantitative Manager of the Year from Global Investor Magazine; the firm also won this award in 2001. "We received the award in February, and we have not yet had time to use that win as part of our marketing," Cavallini stated.

She added that the firm was looking at a number of ways of increasing its profile among the intermediary community. Martin noted that its paper communications have been redesigned with a very basic black-and-white look.

Other firms should be aware that AXA Rosenberg will capitalize on what it feels have been strong showings over the past few quarters. The industry also should expect executives at AXA to be increasing its profile, especially around the time of the launch of the new fund. 

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