The investment business is full of twists and turns, and it is not just portfolio managers and analysts that have to constantly read the changing winds; as a marketing professional you must also adapt as the market changes. The last few years have been tough for mutual fund marketers, with investors leaving this product for ETFs and moving assets from equity products to those that specialize in fixed income.
We believe that U.S. equity mutual funds are at an important inflection point, and you need to be ready to take advantage of these changes. After years of redemptions, we see real signs of life in this investment product. To leverage these shifts and gain assets, however, you must know why this shift is occurring and adapt your marketing plans accordingly. The mutual fund "empire" is returning, but we must anchor our growth plans on the industry's recent history and the current competitive landscape.