Ken Gutwillig, Stephen Perl and Paul Leibowitz, three veterans of the financial services world, have launched the Investment Managers and Advisors Alliance (IMAA). The non-profit trade group aims to improve communication between advisors, asset managers and other financial advisory professionals, and help investors better understand the basic principles of investing.  

“The IMAA’s immediate goal is to help restore confidence in the markets and investment professionals through national public service advertising campaigns,” said Ken Gutwillig, the founding chairman of the IMAA, who is also chief investment officer and chief compliance officer of Financial Decisions, a New York-based registered advisory firm.

Stephen Perl, a co-director of IMAA, is the New York and Connecticut regional director for Naperville, Ill.-based Calamos Investments. Paul Leibowitz, also a co-director of the group, is founder of New York-based Leibowitz Communications, a marketing strategy and design firm.

One of the IMAA’s main operations will be The Progressive Think Tank, a series of moderated discussions held across the country. Financial advisors, asset managers, custodians, service providers and media representatives will assemble to discuss issues that affect the financial advisory profession. Gutwillig envisions sessions being held at the offices of IMAA members across the country. The organization will compile notes from the meetings and disseminate them to its members, Gutwillig said.  

The IMAA hopes to enroll 2,500 advisors, 250 asset managers and 100 service providers as members in its first year, Gutwillig said. Over the long term, the IMAA hopes to enroll more than 50% of all firms involved in the financial advisory profession. The organizers hope to amass an operating budget of $3 million to $5 million, so the group can sponsor national marketing and advertising campaigns. Along with television, radio and print ads, the IMAA plans to use new media techniques and viral marketing to get its message out to consumers. A Web site is in the works, which will include a component called RIAMarketplace.org, the organization’s social networking community. The IMAA will use a wide range of functions to advance its agenda, including webinars, white papers, surveys, databases, support groups, compliance materials and best practice ideas, the IMAA said.

Membership is open to advisors, asset managers, custodians and their service providers. Professionals who enroll before July 15 will qualify for 50% off regular annual membership dues. Applications can be downloaded from the organization’s Web site, or obtained by contacting Gutwillig at 212-920-3480 or ken@theIMAA.org.