Investment Association to include ETFs. What does this mean for marketers?

The growth of ETFs shows no sign of abating and this latest move to include ETFs in the Investment Association (IA) sectors will undoubtedly continue to put pressure on active managers to demonstrate value for money.  The role for marketers to really explain why their funds are worth additional basis points will become ever more pressing. 

For some time the conversation has moved away from just performance to now needing a more rounded positioning. One that articulates how the brand and the culture of the business adds value, how the process and investment style is robust and repeatable over time and an explanation of the type of investment journey the investor can expect.  This cannot be done effectively with a slap dash, lipstick marketing approach, but one that truly highlights the differentiation of the offering and articulates it with care and clarity.  Marketing departments are again become ever more strategic and influential in our roles.

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The growth of ETFs shows no sign of abating and this latest move to include ETFs in the Investment Association (IA) sectors will undoubtedly continue to put pressure on active managers to demonstrate value for money.

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