South Africa-based Old Mutual PLC which is better known in Europe, and in particular the U.K., hasn't exactly become a household name in the U.S. - yet. But the firm gets an "E" for effort.

With its U.S. asset management hub based in Boston, Old Mutual has been building - and weeding - among its now 20 affiliated, institutional-quality investment management subsidiaries. It has also been focused on growing its array of 28 predominantly subadvised mutual funds and wealth management solutions. That's in anticipation of the millions of individuals on the cusp of heading into retirement. The firm has also been at the center of a multi-million dollar two-pronged, multi-media advertising campaign that began with grabbing the attention of the financial advisors it distributes its investment management products through and has since expanded to reach out to investors with its memorable "That's So Old Mutual" ad campaign.

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.