Experience has long been the currency of credibility in asset and wealth management. But a new generation of investors has entered the fray and brought with them a completely different set of expectations.
In an effort to adapt and keep pace, firms are increasingly turning to fresh talent. Afterall, if you’re marketing into France, it’s extremely helpful (arguably vital) to employ people who speak French.
Alpha Agency’s Emerging Marketers Induction Course equips professionals with the foundational knowledge needed to navigate the intricate world of asset and wealth management. The programme was designed for those new to the field, giving them the opportunity to build up and bolster their understanding of the industry.
We asked members of our latest cohort their views on the importance of marketing, and the role they see themselves playing in shaping its future.
Using creative thinking to stand out
Asset management has never been short on smarts - it is an industry brimming with technical and analytical prowess. What it has often lacked, however, is creative ingenuity.
In a marketplace crowded with firms jostling for visibility, successful differentiation is a growing challenge. This presents an opportunity for emerging marketers. While seasoned professionals often draw on tried-and-tested strategies, fresh talent brings a different lens, spotting gaps and untapped potential amid a sea of convention.
"I’m eager to bring my creative skillset to the industry and find ways to help my firm stand out in such a crowded space," says one emerging marketer.
Their perspective is vital. Asset management has often relied on complex terminology and legacy branding to build credibility, but engaging storytelling is just as crucial in such a content-saturated environment. For a sector that has often struggled to engage a younger investor base, this is not just a trivial skill, but a competitive advantage.
Adapting to digitally driven demand
The perception of asset management as a slow-moving, mostly offline industry is steadily fading, as firms move to meet the demands of an increasingly digitally driven clientele.
"I've always seen the asset management sector as quite traditional, but the shift to online marketing is changing the landscape…I'd love to be a part of it," shares another emerging marketer.
Having grown up with the internet, young professionals have an innate understanding of the online world. Their digital fluency allows them to combine data-driven strategy with a more instinctive, qualitative grasp of current trends and user behaviour. Their ability to navigate online platforms can help firms engage modern investors where they spend their time - on social media and content hubs.
The next generation of investors
As investing becomes more accessible, the ability to communicate financial concepts clearly and in an engaging way is increasingly valuable.
"I enjoy the challenge of taking complicated topics and creating content that both markets our offering while educating people who are new to the field, in a way that appeals to them," says one aspiring marketer. "Young investors want to be spoken to in a language that they understand, and I think that the firms who work it out first will have the best success in the long term."
The next generation of investors is already making its presence felt. They expect information to be accessible and compelling, calling for a shift from complex, jargon-heavy material to visually engaging and easily digestible content.
By leveraging the skills and perspectives of younger marketing talent, firms can build authentic connections with this emerging audience, fostering trust and long-term brand loyalty.
Looking forward
None of this is to say that experience has lost its value. If anything, it is more important than ever. But without the counterbalance of fresh thinking, their target market will continue to shrink, and they will generate no traction with younger investors. The asset management industry is not known for its appetite for change, but change is inevitable - spurred by the evolving needs and expectations of the clients it serves.
By blending time-tested wisdom with innovation, emerging marketers can be key players in ensuring that firms stay relevant in a market that never stands still.
If you’re interested in working with Alpha Agency to keep your firm ahead of the curve, please don’t hesitate to get in touch.