Techno chances with client relationships

CONTRARIAN INVESTOR

At some point in the future, the direct marketing channel to investors will be dominant in terms of total sales.

For many years, the big asset managers have dutifully professed their undying loyalty to advisers as the primary channel and carefully screened their product propositions away from the direct investor. In this cosy consensus, brand recognition is fine as an aim of marketing, but too much conversation about the merits of the product is off limits. Sadly this is about to change. It will not happen overnight. There is even a chance it might not happen for years, but it will happen, and the smart players are already getting ready. Marketing heads at the big fund groups are watching how RDR e...