Asset Management

How to Win Broker/Dealer Shelf Space

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Jared F. Baucom

Jared F. Baucom

Managing Director, Global Sales & Marketing

Which vehicle will garner broker/dealer shelf space—  ETFs? Mutual Funds? SMAs?

 

The answer: all of them.

As platforms consolidate and rationalize and advisors’ demands change, asset managers must be more willing to deliver their strategies in a variety of vehicles.

Asset managers need to prepare for change. The vehicles in demand from home-office platforms and advisors today will not be the same in five years. Mutual funds, which accounted for nearly 50% of managed account assets in 2011, fell by nearly ten percentage points in 2019 to a little over 40%. Manager-traded separate accounts, at 12.5% in 2011, rose to 16.5%.

Managed Account Assets by Vehicle, 2011 vs. 2019

Source: Cerulli Associates

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Cerulli can help you assess the delivery of your intellectual capital in a variety of vehicles. Understand what vehicle and pricing structure will fit with platform providers’ preferences.

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Meet our Team

Subject Matter Experts

Tom O'Shea, CFA

Tom O'Shea, CFA

Research Director

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Tom O'Shea, CFA

Tom O'Shea, CFA

Research Director

Tom has over 20 years of experience in the financial services industry. Prior to joining Cerulli, Tom was an Investment Product Manager at Fidelity’s Global Asset Allocation Division, where he played a leadership role in the ongoing development of Fidelity Personalized Portfolios, Fidelity’s Unified Managed Account (UMA) for retail customers. He also led the investment managers in creating the Breckenridge Municipal Portfolio, Fidelity’s first separate account for consumers managed by a third party. Before working on the retail side of Fidelity, Tom built and led the team that developed Fidelity’s Separate Account Network for registered investment advisors (RIAs), and his group partnered with a third party wrap sponsor to create Managed Account Resources, a UMA platform for RIAs.

Tom began his career in high tech, working in sales, business development, and product management at a number of software firms, including Lotus Development Corporation.

Full biography here.

Daniil Shapiro, CFA

Daniil Shapiro, CFA

Associate Director

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Daniil Shapiro, CFA

Daniil Shapiro, CFA

Associate Director

Daniil is part of Cerulli’s Product Development practice, where he works on the identification, analysis, and reporting of asset management industry trends with a focus on exchange-traded funds (ETFs) and alternative investments.

Prior to joining Cerulli Associates, Daniil was part of the Product Management and Business Intelligence teams with the MainStay Funds, part of New York Life Investment Management. At MainStay, Daniil supported sales efforts via fund and ETF competitive analysis, product research, and development of marketing materials, as well as performance reporting. Before New York Life, Daniil was part of the risk management practice at Accenture, and held risk and compliance roles at HSBC’s investment bank.

Full biography here.

Brendan Powers, CFA

Brendan Powers, CFA

Associate Director

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Brendan Powers, CFA

Brendan Powers, CFA

Associate Director

Brendan is a member of Cerulli’s Product Development practice, which focuses on trends related to asset managers’ product development and management functions. This broadly includes assessing the opportunity for product development, evaluating emerging product trends, and understanding distribution and product positioning for investment products across retail and institutional channels.

Prior to joining Cerulli, Brendan worked as a Senior Client Associate at Eaton Vance Management, focusing primarily on the firm’s exchange funds.

Full biography here.

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Understand where to allocate resources to achieve your objectives. We can help you determine which initiatives are likely to be successful and those that may not achieve the desired effect. In an increasingly competitive market, our objectivity and experience can help you to advance your firm’s unique strengths.

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