The chestnuts have been roasted and the candles lit; the holidays are over and it’s once again a new year.
Among investment marketers, January can bring both excitement and apprehension. Potential new budgets, motivated leadership and a well-rested team can create momentum, but each year presents new obstacles as well.
Here at Alpha Agency, our team speaks with dozens of clients across the industry at any one time. From our conversations and research, we’ve picked up on trends that we see as increasingly relevant for the coming year. Is your marketing team ready?
Everyone was talking about private markets. Now comes the crowd.
In search of higher diversification and fee revenue, both alternative and traditional asset managers continued bolstering their private markets capabilities in 2024, and this trend is predicted to continue. According to research by Bain & Company, “Private market assets under management (AUM) will grow more than twice the rate of public assets, reaching $60 to $65 trillion by 2032”.
So, what’s new in 2025? In our experience, private markets offerings – and particularly democratized alternatives for non-institutional investors – are increasingly a common priority for many traditional asset managers. Thus, it’s not enough to simply launch private market capabilities. You need to be distinct.
Firms can learn from the ETF wave that surged over the past decade. Arguably, the vehicle itself was once seen as innovative enough, but it’s now table stakes.
As competition intensifies in the private markets space, highly strategic marketing will be essential to standing out. Investors will be paying close attention to the language you use and the evidence you share. In a market crowded with options, you’ll need to make a highly compelling case for your specific approach to private markets.
Crafting and disseminating strategic resources like investor personas and core messaging guidelines among your marketing and sales teams can bring focus and consistency to your efforts and potentially boost results.
Increasing consolidation and partnerships will require greater brand and operational alignment.
We are also seeing increasing consolidation and collaboration between firms in pursuit of growth. This may be because they are seeking new capabilities (like in the private markets space) or because they simply can’t sustain themselves alone anymore.
Regardless of the reason, successfully joining two separate companies – either permanently or temporarily – requires an incredibly high level of coordination and alignment.
Like our first trend, as consolidation and partnerships become more common, it won’t be enough to rely on the power of two brand names sitting next to each other in a press release. It will be about strategically embracing the marketing strengths of each firm and leveraging them to be stronger together. Robust messaging and campaigns should be built around the benefits of the partnership or acquisition, and activation of that should be thoughtfully divided among existing marketing channels.
Crucially, success will also depend on reducing the natural friction that arises when two teams/cultures work together. To avoid this, prioritize strong, top-down communication and leadership; clearly delineate responsibilities; and foster frequent, honest conversations.
ESG’s wild boomerang is steadying. Firms will be focused on navigating a more divided, complex landscape.
ESG investing has certainly been a roller coaster recently. The shift from 2021’s peak to 2022’s strong political backlash caused whiplash and now, many firms may find it hard to map their next steps.
We believe the data points to a simple answer – ESG investing is still very much a value-add to many investors. “More than half of individual investors, or 54%, plan to increase their sustainable investments in the coming year, and more than three fourths of individuals, or 77%, are interested in sustainable investing,” according to research by Morgan Stanley. But firms will need to be highly strategic and targeted with how they message and market it.
From differing perspectives in Europe vs. the US, not to mention the state-level divides found within the US itself, firms will need to gain an in-depth understanding of their audiences and launch highly targeted marketing efforts to succeed. Consider conducting investor research in the form of surveys or focus groups to build a robust understanding of your audience. Use that understanding to deepen your ability to target content; some low-hanging fruit here may be refining your email distribution lists or your paid media targeting.
New year, new marketing plan
As of today, you have 357 days until December 31st. The year will fly by, as it always does, but it’s important to step back, consider the trends of the past and think strategically about how those trends will evolve. Those who do this well will find their opportunities to succeed multiply.
Alpha Agency is excited to partner with you to make that success happen. Contact us today to discuss your 2025 marketing challenges. From launching new capabilities, to streamlining marketing operations, to crafting targeted messaging, we can help.