Institutional investors say asset managers are not doing enough to differentiate from competitors

Written by Adam Cadle

13/12/2022

Institutional investors, fund distributors and investment consultants are warning some asset managers that they are not doing enough to differentiate their firms and offerings from competitors, Coalition Greenwich has said.

Its research, Winning Through Differentiation – Articulating and Demonstrating Performance+ in Asset Management, said that the broadest and most fundamental way an asset manager can differentiate itself is through operational excellence, which represents an asset manager’s ability to deliver a superior client experience at a competitive price.

“To differentiate oneself as a product leader, an asset manager can expand the definition of ‘product’ to include a broader notion of intellectual capital transfer, including education and advice within the product category,” it said.

Finally, Coalition Greenwich said one of the most powerful ways for asset managers to differentiate themselves is to specialise in a specific client segment or client type and demonstrate a unique level of understanding of the challenges and issues facing that group as well as the ability to offer unique solutions that meet clients’ needs.

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