From execution to strategy: the role …

What was once focused on branding, sales promotion and oversight of newsletters and communications continues to evolve to play a more strategic role in business.

In a recently published guide, Morningstar experts suggest exploring the current asset management landscape and key changes that are challenging the marketing process.

We’ll also look at how marketing teams can use Morningstar’s suite of solutions to streamline operations and gain a competitive edge over companies that don’t have the tools to meet new digital investor-based requests.

Game status

The asset management industry continues to attract new customers and is seeing steady growth in assets under management. Despite such steady growth, the industry is becoming increasingly competitive.

The appetite for new investment approaches and solutions is obvious. Not surprisingly, investors want higher productivity at lower cost. These expectations partly contributed to the increase in demand for passive strategies.

For retail clients, the product landscape is also changing at an astonishing rate, with consulting and investment programs offering more choices than ever before.

In this context, management companies need to address new challenges in order to better differentiate while adhering to current regulatory requirements.

Marketing departments are playing an increasingly important role, and they will have to overcome several challenges.


The Covid-19 pandemic has significantly accelerated the transition from traditional face-to-face meetings with customers to more digital and remote working relationships.

Marketing teams are designed to manage the digital deployment program of many companies to promote services and products through remote channels, as well as turn potential customers into potential customers through personalized digital travel.

The advantage of digitization, of course, is the ability to collect and analyze data, which leads to a better understanding of customer behavior and demand.


Compliance is one of the main tasks for modern asset management companies and their marketing teams. This is a necessity that should take precedence over all other tasks.

There are also conflicting requirements from regulators, which can make the whole process much more complicated and time consuming.

Stricter rules are good, and they are aimed at protecting investors as well as businesses, but many laws threaten to make the compliance process less efficient.

For asset managers who work primarily with institutional investors, the use of better digital structures means that they can offer their clients the ability to customize and create reporting solutions that better meet their needs and the needs of their own clients, rather than standardized models that are simply regulatory. oriented.


Big data and data analytics have opened the door to a better understanding of investment. This information is used to analyze portfolios, market trends and risks at a much more subtle level, as well as to determine how and when to launch new products.

The personalization approach may include the language in which your content is written.

Most asset managers work with international clients, and local language documentation is now an expectation, not a complement.

Meet the needs of investors for sustainable investment

The biggest challenge facing the financial industry is to respond to the global shift towards sustainable investment.


The impact of environmental, social and governance issues (ESG) on the investment arena cannot be overestimated. The future will focus on sustainable investment, ie investment that combines a traditional economic approach that focuses on optimal risk-based returns, with a desire to improve business practices to protect and, in some cases, benefit society and the environment.

Management companies have taken action in connection with this transition and changing investor preferences, launching numerous funds that combine the problem of climate.

They adopt and refine existing strategies to include sustainable development goals, such as reducing the impact of fossil fuels and increasing the potential for renewable energy.

Currently, this demand shows no signs of slowing down, which means that companies will be forced to expand the range of environmentally friendly products.

Data normalization

With the staggering amount of ESG data available, the challenge is to transfer it efficiently.

Regulators are trying to standardize how ESG data is used and disclosed at all levels through initiatives such as the EU Sustainable Finance Action Plan and its components, including the EU taxonomy and the Sustainable Finance Disclosure Regulation (SFDR).

Although the infrastructure is in place to provide investors with a clearer view of the ESG risks of their investments, most investors, whether retail or not, are unfamiliar with the new sustainability slang or the wealth of data at their disposal.

Finally, asset managers and their marketing teams need to effectively communicate this often detailed and complex data into information that is accessible and understandable to customers.

In our guide to marketing, Morningstar presents solutions available to marketing teams of management companies to better meet the needs of investors and stand out in a highly competitive environment.