"We're taking a more dedicated approach to the intermediary market, but with an institutional approach," Jeff Masom, global head of institutional distribution at RBC Global Asset Management [profile] (GAM), tells MFWire. "A lot of the intermediary decision making is being institutionalized. We're not going to be the shop that builds out a massive wholesaling group to sell to advisors."

Jeffrey Scott Masom RBC Global Asset Management Global Head of Institutional Distribution

Instead, Masom says, he and his team will take a more targeted approach to the U.S. intermediary channels, including bank trusts, defined contribution recordkeeping platforms, 3(38) and 3(21) investment fiduciaries, subadvisory, insurers, TAMPs, private banks, RIAs, and wealth platforms (i.e. broker-dealer home offices). Masom recently hired player-coach Dave Eikenberg to spearhead that effort in the newly created position of head of U.S. intermediary sales.

"We'll also use a lot of data and try to understand buying behavior to segment the RIA marketplace," Masom says. "We'll call on the RIAs that we think are most relevant to our product set."

"It's a big market, so we'll be able to pick and choose where we think we'll be most effective," Masom adds. "We hope to grow into it. We're starting off fairly lean." 

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