Asset Managers Need More Than Product to Add Value for Advisors

November 28, 2023 — Boston

Cerulli recommends managers leverage data and technology capabilities to win over advisors

As asset managers sharpen their focus on the registered investment advisor (RIA) channel for distribution opportunities, enhancements to data and technology capabilities will help to improve their value proposition, according to the latest Cerulli Edge—U.S. Asset and Wealth Management Edition.

During the next three years, distribution executives consider the independent RIA (71%) and wirehouse (54%) channels their best opportunities. To win over advisors, particularly in the RIA channel, asset managers are leaning on technology investment to address key business challenges, building out resources such as advisor portals and portfolio construction tools. According to Cerulli, expansion of digital marketing capabilities is a top priority for 57% of distribution executives.

They are also investing in their data infrastructure to improve the presentation of sought-after products and value-add services to advisory practices. More than three-quarters (78%) of distribution executives cite the enhancement of predictive analytics as a top initiative during the next three years, according to the research.

“Today’s distribution teams must be able to handle collection and interpretation of complex data sets—especially for internal sales positions,” says Andrew Blake, associate director. “Predictive analytics and data training for sales teams are critical components of successful distribution.”

In addition to improving distribution, asset managers that prioritize the modernization of their existing data infrastructure are likely to benefit from reduced regulatory risk, lower costs, and improved efficiencies. However, such investments do not come without alignment across the organization. “Collaboration and support throughout the organization will be needed to equip distribution teams with the technology resources they need to move the needle with advisor,” concludes Blake.

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