The Current State of Martech Stacks at Asset Managers

Posted January 27, 2022 by Rachel Totten

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Mutual Fund Wire

The last 2 years have flown by, and asset managers are adopting more marketing technology than ever as we move into a digital-first world.  Asset managers’ martech stack priorities have shifted to keep up with the current environment. Here are some main trends we’ve seen:

  • Operational efficiency is the top priority
  • Marketing automation is gradually replacing email blasting
  • Boutique firms are trailing behind larger firms in terms of martech spend
  • Many martech stacks don’t stack up, as integration is lacking
  • Firms are flush with data, but still struggling to gain real business insight from the their martech stack analytics

This latest article by Emilie Totten published in provides insights into what martech asset managers are using and how they will prioritize them moving forward.


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