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Rating:Marketing to the Anxious Investor Not Rated 3.0 Email Routing List Email & Route  Print Print
Tuesday, March 20, 2001

Marketing to the Anxious Investor

Reported by Alfred Wang

Touchstone is turning stock market lemons into lemonade. Consumer interest in parking money in a safe haven has motivated Touchstone to market its money market funds for the very first time. The firm, known mostly for high-octane funds like the Growth Value Fund, is snapping up the opportunity to divert some of the cautious-minded flow to its money market funds.

"The money market fund is not something we showcase," said Jill McGruder, president and chief executive officer. "But obviously there is a lot of new interest and they do have relatively good performance."

The marketing department is currently developing the sales literature to equip wholesalers with the news, approaching institutional accounts before moving on the retail channel.

"People are insecure about where to go and what to do," said McGruder. "It'll be a question of which broker-dealers like our story."


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