Consumer Insights and Segmentation
Gain deeper insight into your client base and build profitable segmentation strategies for your business.

Consulting
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WHY CERULLI ASSOCIATES
Consumer Insights and Segmentation
Cerulli’s quantitative and qualitative approach to gathering client data and insights can help you develop a sound customer segmentation strategy based on quantifiable factors. We work with clients to optimize product/solution offerings, service models, pricing, and distribution strategies. Learn how we can help you better allocate resources, pursue strategic opportunities, and maximize client relationships.
Data
For more than 30 years, we have captured critical data on the financial services industry and synthesized groundbreaking trends.
Independence
Our ownership structure provides us with an unbiased, objective approach to identifying new market opportunities.
Network
Our vast research network enables us to go to market quickly, testing market assumptions and developing accurate market sizing and sentiment analysis.
Consulting in Action
Client Success Stories
We provide our clients with the results they need to secure their competitive advantage.

CASE STUDY
Market Addressability and Product Positioning for Global Asset Manager
A major player in global asset management sought to improve brand perception and their retail investor marketshare by understanding investor buying behavior, the influences on their decision making, and the products they own by a variety of attributes. Cerulli delivered original behavioral segmentations and market sizing with recommended targeting methods and product positioning.

CASE STUDY
Brand Perception Strategy for Insurer-Owned Asset Manager
A European insurer-owned asset management company turned to Cerulli to build credibility and attract asset flows to its in-house asset management strategies. Cerulli built an inside-out and outside-in view of what investors want and armed business leaders with a strategic plan to confront the top challenges hindering growth, encompassing distribution resources, market education, and target segments.

CASE STUDY
Brand Rationalization Strategy for European Multi-Affiliate Asset Manager
Cerulli helped a European multiaffiliate asset manager develop a renewed brand strategy, harnessing the power of brand equity across separate business lines. Through qualitative and quantitative assessments with pension insurers, wealth managers, and private banks, Cerulli provided the company with an outside view of the most important criteria investors consider when evaluating brands held within a multiaffiliate model.
SUBJECT MATTER EXPERTS
Meet Our Consultants

Bing Waldert
Managing Director, U.S. Research
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Bing Waldert
Managing Director, U.S. Research
Bing Waldert leads Cerulli’s U.S. Research team comprising seven research practices that cover all elements of the U.S. asset management, wealth management, and retirement markets. He has authored Cerulli reports on the wealth management industry, high-net-worth market, the annuity industry, and retirement markets. He is a frequent board-level and C-suite speaker and well-regarded industry thought leader. He has spoken in front of the Investment Company Institute (ICI), the Asset Management Association of China (AMAC), the Investments and Wealth Institute (IWI), and the Money Management Institute (MMI).
He has worked on client projects on emerging manager expansion strategies, independent registered investment advisors (RIAs), multi-family offices (MFOs), investment platforms, and the outsourced chief investment officer (OCIO) industry. In addition, he has advised multiple private equity firms on acquisitions in the wealth management space.
Full biography here.

Andrew Blake
Associate Director
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Andrew Blake
Associate Director
Andrew is an Associate Director in the Wealth Management practice. He specializes in asset manager distribution strategies for products sold through financial advisors and is the author of The Cerulli Report—U.S. Intermediary Distribution. Before joining Cerulli Associates, he gained distribution experience at several firms, including Manulife John Hancock Investments. He also authored The Cerulli Report—U.S. Advisor Metrics, which explores trends in advisor practices, such as the use of investment products, client relationships, fees charged, and service offerings.
In his role, Andrew is also responsible for various strategic consulting engagements, focusing on key areas such as growth strategies, practice management, service expansion, M&A due diligence, product development, and distribution strategies.
Full biography here.

Asher Cheses
Director
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Asher Cheses
Director
Asher is a Director in the Wealth Management practice, specializing in research and consulting related to high-net-worth investors and advisory firms, including multi-family offices, RIAs, broker/dealers, private banks, and trust companies. As the co-head of Cerulli’s Wealth Management practice, Asher leads a team of analysts dedicated to developing data and insights to support Cerulli’s published research and consulting business. In his role, Asher is also responsible for leading various strategic consulting engagements, focusing on key areas including growth strategies, practice management, service expansion, M&A due diligence, product development, and distribution strategies.
Full biography here.

Michele Giuditta, CFA
Director
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Michele Giuditta, CFA
Director
Michele is a director in the Institutional practice, specializing in research and consulting related to institutional investors and third-party allocators, including defined benefit plans, endowments, foundations, insurance companies, healthcare organizations, investment consultants, and outsourced chief investment officers (OCIOs). As the co-head of Cerulli’s Institutional practice, Michele leads research for annual reports and strategic consulting engagements. During her tenure at Cerulli, Michele’s research has covered topics including investment consultants and OCIOS, responsible investing, alternative investments, and institutional distribution trends.
Prior to joining Cerulli Associates, Michele worked at Cambridge Associates as an Associate Director in the Client Relationship Management Group. Additionally, she worked at Manulife Asset Management in the Institutional Investment Sales & Services Group, holding roles in Product Management and Client Relationship Management. She began her career as an analyst in the Investment Policy & Research Group at John Hancock.
Full biography here.

Brendan Powers, CFA
Director
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Brendan Powers, CFA
Director
Brendan is co-head of Cerulli’s Product Development and Institutional practices.
The Product Development practice focuses on trends related to asset managers’ product strategy, development, and management functions. This broadly includes assessing the opportunity for product line expansion, evaluating emerging product trends, assessing optimal pricing strategy, and understanding distribution and product positioning for investment products across retail and institutional channels.
The Institutional practice specializes in research and consulting related to institutional asset owners, including defined benefit plans, endowments, foundations, insurance companies, and healthcare organizations as well as third-party allocators including consultants and outsourced chief investment officers (OCIOs).
Full biography here.

Michael Rose, MST
Director
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Michael Rose, MST
Director
Michael is a director within Cerulli’s Wealth Management practice, where he researches key elements of the wealth management industry, with an emphasis on broker/dealers and wealth management technology. In this capacity, he regularly engages with constituents across the wealth management ecosystem, including retail investors, financial advisors, and executives within wealth management, asset management, and technology firms, in order to support Cerulli’s market research initiatives.
Prior to joining Cerulli, Michael spent eight years working as a financial advisor, providing comprehensive wealth management services to high-net-worth individuals and families. Prior to his role as a financial advisor, Michael served as a research analyst for IDC, where he was responsible for researching trends within the technology industry and advising senior business executives on product strategy.
Full biography here.

Scott Smith
Senior Director
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Scott Smith
Senior Director
As the Senior Director of Advice Relationships, Scott leads Cerulli's coverage of fee-based managed accounts and investors' engagement preferences. With more than 25 years of wealth management experience, Scott adds valuable context and perspective in assisting Cerulli's clients with optimizing their advisors' and investors' platform experiences, given the evolving demand for financial advice.
During his tenure at Cerulli, Scott’s research and consulting work has covered the full spectrum of wealth management topics, from product development and wholesale distribution to portfolio management and comprehensive financial planning.
Full biography here.

James Tamposi, CFA
Associate Director
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James Tamposi, CFA
Associate Director
James (Jack) is an Associate Director in the Institutional practice, specializing in research and consulting related to institutional asset owners – including defined benefit plans, endowments, foundations, insurance companies, and healthcare organizations – and third-party allocators such as consultants and outsourced chief investment officers (OCIOs). Having contributed to reports across Cerulli’s suite of institutional research, he is the lead author of Cerulli’s North American Institutional Markets report, and he leads a team of analysts dedicated to developing data and insights to support Cerulli’s published research and consulting business. Supporting the firm’s consulting business, Jack has led institutional market entry strategy and pricing optimization projects for U.S. and non-U.S. asset managers.
Jack serves as President and Treasurer for the Massachusetts Air & Space Museum, a non-profit focused on fostering education through the preservation of aviation history. Prior to joining Cerulli, Jack worked as a Research Associate for Chatham Partners.
Full biography here.

Jared F. Baucom
Managing Director, Global Sales & Marketing
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Jared F. Baucom
Managing Director, Global Sales & Marketing
Jared is responsible for global sales, business development, and client service, including oversight of and coordination with the marketing team.
Prior to joining Cerulli, Jared worked as an equity analyst at Baring Asset Management, where he was responsible for the U.S. Utilities sector and also contributed to the U.S. Industrials sector. Prior to Barings, Jared spent two years at State Street Bank.
Full biography here.
Connect With Us
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Thought Leadership
Explore Our Perspectives

401(k) Managed Accounts: A Misunderstood Value Proposition
This research explores the opportunity to improve retirement confidence through increased participant adoption of DC managed accounts.

M&A in Wealth Management
Access Cerulli’s latest insights on the drivers shaping merger and acquisition (M&A) activity in wealth management and the way that M&A will impact how advice is delivered across channels.

Improving Recruitment and Retention Throughout Advisors’ Lifecycles
Uncovering opportunities and best practices at banks and credit unions.

The Case for Direct Indexing: Differentiation in a Competitive Marketplace
Demand for customization and differentiation from financial advisors and wealth management firms will lead to a surge in assets for direct indexing, with assets expected to grow at a five-year compound annual growth rate (CAGR) of 12.3% and close 2026 with $825 billion in total assets.
SOLUTIONS BY FIRM TYPE
Firms We Help

Asset Managers
We help institutional and retail asset managers globally understand how and where to expand in an increasingly competitive and fee-compressed environment. Learn how we can help you with your product development and distribution initiatives.

Wealth Management
What products, services, and pricing models will gather and retain investor assets? Cerulli will provide you with the strategic direction you need to help your advisors scale their businesses and help investors achieve better outcomes.

Private Market Firms
Cerulli can help you with each stage of the investment lifecycle—investment due diligence, management of portfolio companies, and product development and distribution into the wealth management industry.

Financial Technology
Cerulli can help you innovate toward the future with comprehensive market sizing and addressability for your services, insight into asset and wealth management trends that impact your business, and technology adoption analysis.