The new rules of fund marketing in 2018

The challenge and opportunity of marketing funds in a post-MiFID II landscape

As fund marketers’ prepare for a busy year launching and promoting funds to intermediaries and keeping pace with investor demand, this January a new factor comes into play.

The MiFID II rules require that asset managers articulate their target market for a particular fund, both new and existing, and then seek feedback to confirm that the fund is being used by the target investor envisaged and for the purpose envisaged.

This represents a challenge for fund groups in designing and implementing effective product governance processes, but also an opportunity for marketers to build a more detailed picture of end investors and their needs.

The MiFID II legislation comes just at a time when marketers are shifting from a focus on products to investment outcomes, a move that is welcomed by senior fund selectors interviewed by Investment Week for the first Fund Marketers’ Playbook research report. One panellist told us; “I think that concept is interesting and potentially has further to go in terms of the way managers are organised, but also in terms of some of the products that they are bringing”.

The Fund Marketers’ Playbook report is the product of a series of in-depth interviews with senior industry names, including: BMO Global’s co-head of the multi-manager team, Gary Potter; Jupiter’s Amanda Sillars; Tom Slocock, head of global investment group at Deutsche Bank Wealth Management and Whitechurch Securities’ head of research, Ben Willis, as well as an online survey of the Investment Week audience.


The report is available now; please contact Julie Best, head of research [email protected] for information.


To learn more about the report, watch this video Q&A with Investment Week’s founding editor, Lawrence Gosling.