Tracy Needham

Two-page report for a boutique marketing firm showcasing how alternative investment managers can strengthen advisor relationships by developing unique, high-quality practice management programs. Audience: Asset Managers

For an asset manager, the long-term value of a relationship with an advisor goes far beyond sales, since advisors have a significant influence on their clients’ and peers’ perceptions of a firm as well. Turning them into advocates for your firm can…

Daily life has changed for everyone in our industry since the COVID-19 pandemic, and financial advisors are no different—requiring asset managers to adapt to the challenges and jump on the opportunities. We have chronicled some of these changes in…

An excerpt of the report I wrote on creating a digital experience that converts financial advisor clients into advocates for the asset manager. Survey: ~1,200 Financial Advisors Audience: Sales, Marketing & Business Intelligence Executives

The executive overview of my report on the biggest changes in advisors' needs and preferences for digital experiences since the onset of COVID-19. Survey: ~500 Financial Advisors Audience: Marketing, Sales & Business Intelligence Executives

Direct indexation and environmental, social and governance (ESG) investing aren’t as popular with financial advisors as industry news coverage would suggest—just two in five advisors have incorporated ESG into a client’s portfolio and only three in…

Overview of the five pieces I conducted research for and wrote to address asset managers' challenges with getting financial advisors to embrace selling ESG products to their clients. Audience: Asset Management Marketing & Sales Executives

After more than 30 years, environmental, social and governance investing (ESG) seems to be finally having its day. Stories abound about the record flows, soaring investor interest and surge of new products in the ESG space. But many financial…

It’s not easy for asset managers to make their products stand out from the crowd and get advisors to choose them. Talking with a firm’s salesperson is one way asset managers can be directly involved in the decision-making—if the advisor is open to…

Hosting events for investors has long been a cornerstone of financial advisors’ practice development efforts. Educational seminars, in particular, are a popular way for advisors to build a relationship with prospects, enabling advisors to position…

Despite all the headlines about the soaring popularity of environmental, social and governance (ESG) investing, these strategies are still proving to be a hard sell with many advisors. Our recent blog post discussed the factors behind the resistance…

Asset managers are betting big on environmental, social and governance investing (ESG) to drive organic growth over the next few years and beyond, with 72.4%[i] of firms saying that these funds are a top product development priority over the next…

Existing customers are among a firm’s most valuable assets. Harvard Business Review recently highlighted research showing that companies who are loyalty leaders—at the top of their industries in Net Promoter scores or satisfaction rankings for three…

Like most industries, strategies to keep customers from leaving take a back seat to driving new sales. But reducing redemptions can be more cost-effective and profitable than finding new clients. In fact, one asset manager that we work with has found…

As discussed in our recent whitepaper, Cost Effectively Growing Assets, identifying and prioritizing the national accounts partners and financial advisors to focus on is a critical first step for firms in the quest to grow assets in a more effective…

Co-authored article for a bi-monthly trade publication on the impact that COVID-19 had on the sales and marketing relationship between investment managers and financial advisors. Audience: Investment Industry Professionals

Broker-dealer home offices provide an array of valuable information and services to their advisors—including infrastructure, technology, wealth management tools and investment analysis. In fact, nine out of 10 advisors who chose a broker-dealer…

New regulations, break-through technology, changing consumer behavior, another global pandemic—what will be the next big disruption for the asset management industry? Because there will certainly be one. In our new "After the storm: Charting a new…

The digital experience an asset manager offers has long affected advisors’ perception of a firm and, at times, even been a tipping point in their decision to do business with a firm. Yet in the four years that we’ve published our annual Digital…

Eight in 10 asset managers use lead scoring to try to identify the advisors who are seriously considering their firm’s products. But much of our industry uses traditional, rules-based lead scoring—which is based on opinions and assumptions about…