Asset Management in Southeast Asia 2022

Building a Sustainable Growth Pathway

Assess New Market Opportunities

  • Size the market and understand the addressability for assets for external managers
  • Identify new product themes and innovation
  • Explore institutions’ asset allocations and investment practices
  • Evaluate offshore funds vs local funds
  • Assess opportunities for partnership with sovereign wealth funds (SWFs)
  • Understand developments in digitalization and the impact on fund distribution


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Manni Huang

Manni Huang

Associate Director, Account Management, Asia


Evaluate the retail and institutional segments of the asset management industries in Thailand, Malaysia, Indonesia, the Philippines, and Vietnam. This report covers mutual fund penetration, retail market sizing, product development, distribution trends and strategies, domestic and cross-border opportunities, regulatory developments, and Shariah asset management.

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A Note from the Author

Asset Managers in Southeast Asia Embrace Digital Distribution

Ken Yap, CFA

Ken Yap, CFA

Managing Director, Asia

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Ken Yap, CFA

Ken Yap, CFA

Managing Director, Asia

Ken Yap is managing director of Cerulli’s Asia Pacific office. He oversees Cerulli’s business development strategy and research initiatives in the region. For more than 20 years, Ken has worked with asset managers, distributors, and financial institutions, identifying expansion opportunities with his deep knowledge of the market. He specializes in product development and market entry strategies into Asia’s established and emerging markets.

Prior to leading the Singapore office, Ken covered local and global asset management and distribution trends in Cerulli’s London and Boston offices. Before joining Cerulli, Ken was a consultant at Analysys’ Cambridge office in the U.K.

Full biography here.

The distribution model for asset managers in Southeast Asia is changing. While banks are still the primary distribution channel, over the next decade 41% of asset managers expect assets under management raised via online channels to overtake traditional channels and are accelerating their adoption of technology—buying or building new technology capabilities. With the right digital approach, managers will be able to diversify distribution, grow alongside younger investors, and leverage digital partners’ mass reach and brand names.

In addition to assessing the movement toward digital distribution, this report, Asset Management in Southeast Asia 2022: Building a Sustainable Growth Pathway, highlights innovation in product development efforts managers and provides in-depth coverage of both the retail and institutional segments in the Southeast Asian asset management industry. Evaluate market sizing, product developments, and distribution initiatives while gaining comprehensive competitive analyses.

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