NEW YORK - U.S. mutual fund companies might want to take the lead from a handful of U.K. financial institutions that are merchandising and marketing funds, credit cards and stocks in a hip, irreverent style, as if they were consumer packaged goods.

That was the message of an Internet executive who spoke at a conference here on mutual funds and the Internet, sponsored by International Communications for Management Group of Chicago.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.