European Asset Management
Technology and Distribution
European Asset Managers Power Distribution With Technology
Technology tools that centralize client relationship management, enable targeted communication, and enable key resources to do more with less, provide the keys to amplify distribution.
Technology‘s Growing Role in Asset Management Distribution in Europe
Many European asset managers see technology as key to their future growth—68% of managers surveyed expect to increase their spending on sales-related technology over the next 12 months. Across distribution arms, marketing departments are keen advocates of using technology to enhance their operations: 98% of the managers Cerulli surveyed currently deploy technology as part of their marketing efforts. In addition, 58% of respondents consider their use of technology extensive.
Centralizing and Tracking Client Management
In the world of sales, tracking and managing customer relationships effectively is critical. In recent years, asset managers have been experimenting with new technologies, seeking efficiencies in their operations, as well as rich user experiences and technology-driven sales enablement tools.
According to our research, 48% of managers make significant use of CRM technology. A further 40% of respondents use technology extensively for automated competitor analysis, 34% do so for client segmentation, and 32% do so for email tracking activities.
Asset Managers' Current Use of Technology in the Sales Process, 2020
Cerulli believes that managers can find success by working with software providers whose technology enables better integration and therefore offers benefits to multiple departments within the organization. Doing so can make making the case for budget allocation easier, while also making managers’ operations more seamless.
Nearly 60% of managers expect big data to be an enabler of enhanced sales generation. Targeting prospects accurately not only saves time and resources, but also increases managers’ chances of success. The ongoing collection, management, and use of data is the foundation of focused approaches to sales.
Asset Managers' Views on the Impact Different Forms of Technology Have on Marketing, 2020
- Asset managers’ sales and marketing will increasingly be characterized by targeted efforts based on a better understanding of their clients’ needs, circumstances, and segments—only achieved through effective use of data.
- Managers that collaborate extensively across their organizations to source, deliver, and integrate different technologies will be in a strong position.
- Firms should seek to adopt a hybrid approach to technology using humans and technology to optimize business outcomes. This can be achieved by staying abreast of the latest developments and embracing technology where it can add value, but also being sure to remain grounded and aware of what clients and prospects actually need.
Make Your Distribution Function Work Smarter
For more on how Cerulli can help your distribution function optimize for scale, connect with us.
Meet the Team
Subject Matter Experts
André Schnurrenberger, CFA
Managing Director, Europe
André Schnurrenberger is the managing director of EMEA for Cerulli Associates and leads all research, consulting, and business activities in the region. Since joining Cerulli Associates, André has focused on wider distribution and product trends across European asset managers and has worked with some of the largest global investment firms, reviewing their product shelves, enhancing their business models, and helping them define strategies for future growth.
Prior to joining Cerulli, André spent 7 years at Columbia Threadneedle Investments, most recently as head of Business Management and Market Intelligence & Research for EMEA Distribution, and before that as Head of Performance. He held previous roles at UBS Wealth Management in Zurich and London, including Head of Investment Analytics and Performance.
Full biography here.
Fabrizio leads the European Retail/Wholesale Asset Management research practice, which focuses on analyzing asset management product development trends, investment, operational and marketing strategies, market and distribution dynamics, regulatory changes, and performing market and competitive intelligence in the United Kingdom, Continental Europe, and the Nordics.
Prior to joining Cerulli, Fabrizio served as a Lead Industry Analyst at State Street in London and as a Senior Analyst & Research Editor for the PwC’s Global Market Research Centre in Luxembourg. Previously, he carried out several field-based research projects in emerging and frontier markets for international market research and economic consulting firms, spending almost five years performing economic and industry analyses in several countries in Latin America, Africa, and the Middle East.
Full biography here.
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