What Do Customers Really Value From Asset Managers?

Written on 13 May 2019 by Sara Da Silva

When a gap between customer expectation and experience exists, dissatisfaction, disloyalty and uncertainty are all likely. Technology, and standards of service outside of the financial services sector, create demand for intuitive self-service, constant access and cross-platform availability. 

The Asset Management (AM) industry needs to react strongly and positively to customer demands. Alternatives to the traditional models of Asset Management are starting to gain traction, and AM firms are losing out to alternatives that provide better customer experiences. A handful of AM firms are starting to respond to this customer experience gap, leading the industry in a shift to deliver value both for customers and their own businesses. 

The changing landscape is signaling a need for increased focus on customer experience.

Regulation: Regulatory bodies are making increasing demands, driving a need for new ways of reporting and processing information. Changes to regulation in the UK has also had an impact on the broader ecosystem and has driven the need for new types of digital services. 

Cost Pressures: With fewer people having to do more, AM firms require new, innovative technology to support people in their interactions with processes, data and their clients.

FinTech Growth: The emergence of start-ups and funded innovation hubs is driving new, disruptive digital products and services. 

View Portal Divergence: Smartphones and tablets allow people to interact with information in new and varied ways, often on the move.

Big Data: Driving exponential growth in the velocity, volume and variance of customer and investor information, big data is creating new opportunities to design better customer experiences. 

User Adoption Levels: Directly linked to the quality of digital experiences, higher levels of adoption are necessary to show value for technology investment. 

Competition: Financial institutions can no longer compete on price and product only – stronger dialogues with clients and better servicing across all channels are essential. 

New Investor types: Traditionally, only a small percentage of individual investors have been knowledgeable or adventurous enough to break away and build their own investment portfolios. The web has been a source of research to find an advisor, assess fund performance and check the reputation of firms.

Becoming Digitally Enabled 

This model visualises how the Asset Management industry serves its customers. It is informed by extensive research, our domain experience and analysis of the sector. 

By understanding the changing shape of the intermediary space, we can identify opportunities for digital innovation that will satisfy customers’ needs and fulfil companies’ ambitions. 

Our research has identified six themes required to deliver digitally enabled relationships; all need to be considered for success. There are key individuals that need to be considered, each with different needs and requirements. 

[Hero Image by Lachlan Gowen on Unsplash]

About the Author


Sara Da Silva

Sara Da Silva

Digital Experience Analyst

Sara has a passion for exploring new UX paradigms, keeping up to date on technological advances, and is a firm believer in the power of a positive mentality.

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