Never Heard of JohnsonFamily Funds?
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Thursday, October 04, 2001

Never Heard of JohnsonFamily Funds?

If you have never heard of the JohnsonFamily Funds, that may be about to change. The Racine, Wisconsin firm is has tapped Sincere & Co. of Boston to coalesce its marketing efforts.

The problem for the fund family is that many potential clients are more familiar with the products of its corporate parent -- SC Johnson -- than its funds. SC Johnson is the maker of Windex, Pledge and off among other cleaning products that have gained status as brand icons.

The arrangement taps Sincere's ability to reach the registered advisor market. The consulting firm will focus on selected funds and separate account products in the JohnsonFamily and marks the emergence of the firm from its corporate institutional roots into the RIA market.

"We believe JohnsonFamily Funds can well serve the RIA community with a range of funds that seek out undervalued stocks with excellent prospects," explained Wendell Perkins, director of equities for Johnson Asset Management.

"After evaluating JohnsonFamily Funds, we were excited to find that all of their funds, and particularly their Small Cap Value Fund, are an especially good fit with our current offerings to independent RIAs," explained Richard Sincere, president of the consulting firm.

With the new deal in place, Sincere now advises seven fund and investment advisory clients. Sincere explained that the firm is looks at manager's style, efficiency and competitive position against peers before agreeing to accept clients.

"We select only no-load products that meet our quantitative and qualitative criteria, and are available through the major platforms," said Sincere. The firm's clients include Julius Baer Investment Funds, and Pictet.

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