RESHAPING RETAIL FUND DISTRIBUTION

BRANDING WILL BE KEY FOR BOTH ASSET MANAGERS AND DISTRIBUTORS

KEY MESSAGES FOR ASSET MANAGERS AND DISTRIBUTORS

With the new transparency rules, the shift from a push model, where financial products were sold to clients, to a pull model, where they are rather bought by clients, is likely to become the norm. In this regard, multiple touch points are used to enhance interactions with retail clients. This approach aims to increase brand recognition and will be one of the key success factors for both distributors and asset managers. A digital strategy built around SMAC technologies seems to perfectly fit the need to strengthen their reputation among end-clients, spreading brand awareness and better capturing investors’ sentiment for product development purposes.

Jeanette Marais, head of distribution and client services at Allan Gray affirmed during our interview, “Brand is key in South Africa. Investors are not looking for cheap products; they rather prioritise the quality of products and services, and most importantly they value trust. We have been very cautious during 40 years in building our brand around strong quality products and services, and now we have a kind of devotion from our customers.”

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