All posts by Chris Ruppenstein
Separately Management Accounts (SMAs) are on a roll. Traditionally designed to target the wealthiest individuals and families, defined benefit plans and endowments, they’ve often been treated as a niche product or a way for managers of mutual funds to manage multimillion-dollar portfolios directly.
But that’s changing. According to research from Cerulli, assets held in SMAs grew by 34% year-over-year from the first quarter of 2020 to the first quarter of 2021 and now command a 16% share of the $9 trillion held in managed accounts. Cerulli’s research also indicated that advisors planned to boost their usage of SMAs by 19% in 2022 while reducing the use of mutual funds by 12%.
Today’s asset management sales landscape is vastly changed from 18 months ago — and still evolving. While some advisors are starting to venture back to the office, many are still working remotely. That means fewer opportunities to deploy old-school tactics like in-person meetings and large lunch-and-learns. In fact, a 2022 Outlook Report by Marketbridge found that in-person communication all but disappeared during the pandemic. While it will come back, digital is here to stay. So, how do asset managers engage advisors and grow assets in this new world? In our conversations with marketers, we have learned some new ways asset managers are engaging advisors and growing AUM.