In the world of money management, mutual fund and ETF provider executives and salespeople have long known that in order to bring assets in the door, they have to get past the gatekeeper.

This has traditionally meant currying favor with the influencers who controlled which investments, or investment platforms, would be available through their distribution organization. These gatekeepers functioned in both directions - that is, they controlled which fund companies could have access to the distribution network, as well as what funds would be available to the advisors and their end clients.

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