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Rating:A Good Offensive Strategy is Key for Fund Companies Not Rated 0.0 Email Routing List Email & Route  Print Print
Thursday, October 16, 2008

A Good Offensive Strategy is Key for Fund Companies

Reported by Erin Kello

In these tough times in the market, a marketing specialists argues that fund firms can gain an advantage by doing something that may on the surface seem too simple.

"The most important thing a fund firm can do right now is to communicate with advisors and investors," Lisa Cohen, president and CEO of Momentum Partners, told the MFWire.

All the fund firms are going to see assets under management fall, Cohen said; what will make the difference is how clearly those firms explain to their investors the occurrences in the market.

An example of a firm that has done this well, Cohen said, is Fidelity; the Boston Behemoth sent out an information package on the government bailout plan.

"Fidelity sent out a very timely, easy to understand pamphlet that condensed the bailout plan to 4 pages," Cohen said.

The most important aspect of investor and advisor communications is their timeliness, Cohen said.

"People will forgive you if they don't look pretty," she added. 

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