Research firm Cerulli Associates released research in its September issue of The CerulliEdge U.S. Asset Management Edition about product development in the context of portfolio construction.
The Gatekeepers and Product Impact Issue explores the changing institutional landscape and examines what the industry’s asset managers and professional buyers themselves believe is most vital for getting, and staying, on the good side of gatekeepers.
Cerulli says that as asset managers consider product development
strategies, they are best served to do so in the context of portfolio construction, embracing the notion that they must evolve beyond pushing performance to showing advisers how to use product with the framework of investor portfolio construction.
In the institutional marketplace the demand for stable returns, moderate risk, understanding future liabilities, and a quest for low correlation with both equities and bonds is fueling institutional demand for a new method of investing, Cerulli says. These changes represent new opportunities for asset managers.
Cerulli research reveals that three key ingredients to fostering relationships with professional buyers are: contact management, prioritizing product, and knowing what pro buyers want and delivering it.