U.S. Intermediary Distribution 2022
Redefining Value in Distribution
Maximize Product Distribution Through Financial Advisors
- Examine practice management, portfolio construction, and other “value-add” resources provided by asset managers to advisors
- Understand the evolving structures for strategic partnership costs between asset managers and intermediaries
- Explore changing client service models and post-meeting communications between wholesalers and advisors
- Review comprehensive data on advisor portfolio construction practices and product use trends
- Strengthen advisor and distributor relationships
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A sourcebook for asset managers seeking to maximize product distribution through intermediaries across all channels in the U.S., this annual report focuses on the distribution of investment products through financial advisors. This report includes 10 years of market sizing of advisor-controlled assets by channel, rankings of the industry’s largest distributors, and forward-looking projections of marketshare by channel.
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A Note from the Author
Asset Managers Amplify Distribution Technology Efforts
Andrew is a member of Cerulli’s Wealth Management practice, focusing on distribution strategies for retail asset management products sold through financial advisors, advisor product use, and portfolio construction trends.Prior to joining Cerulli Associates, Andrew began his career at John Hancock Investment Management. He then went on to work in a distribution role at a Boston area RIA. He has spent nearly a decade working with financial advisors in the wirehouse, independent broker/dealer, and RIA channels.
Full biography here.
Advisors have become fully immersed in digital interactions throughout the pandemic and expect asset managers to be armed with more relevant data, in real time. In response, asset managers are ramping up distribution technology efforts to strengthen advisor interactions and generate an advantage over competitors.
Amid a cultural shift in the mediums through which business is conducted, asset managers have amplified spending for digital initiatives. Over the past year, 79% of firms increased their budget dedicated to distribution technology, and 11% of firms increased their budget by over 25%.
The new distribution landscape is one where technology stands to be the leading source of scale, advisor engagement, and employee recruitment. In some cases, distribution-related technology has become a better competitive advantage than product performance—an advisor who leans on a digital portfolio construction tool from an asset manager is more likely to develop a strong relationship with the wholesaler and implement one of their strategies.
Leverage the findings in our latest report to uncover how asset management distribution teams are re-envisioning their modern distribution strategy and how to get the best of human capital while maximizing areas like data management and demand generation. Access The Cerulli Report—U.S. Intermediary Distribution 2022: Redefining Value in Distribution.
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