Once again, Credo takes an in-depth look at both the art and science of success of distributing mutual funds in the advice channels in Canada.

We have interviewed key industry players from independent firms, banks and insurance companies to create a comprehensive look at sales and marketing costs and critical success factors in the industry today.

This report will help you:

  • Benchmark your firm’s sales and marketing spending across every area of marketing, distribution and sales management.
  • Determine the price of delivering investment products in the intermediary channel today and evaluate how it shapes your budgets.
  • Develop the optimal staffing ratios and organization structure for building an effective sales team.
  • Understand the key role branding is playing in gaining access to the advisor channels, particularly for banks and insurance companies.
  • Learn where key players are increasing (and decreasing) their spending on key marketing initiatives.

Winning in the Advisor Ranks

Balancing the Art and Science of Success for Canadian Asset Managers

The key channel for mutual fund distribution in Canada has been and continues to be independent investment advisors. However, success in the intermediary channel has become more and more challenging from the increased use of fee-based and alternative products, the blurring of channel definitions and the entry of new competitors. In fact, in the past five years, banks and insurance firms have made significant market share gains to the detriment of the independent firms, not only in terms of overall assets, but specifically in gathering assets in the third-party advisor channels.

For the third time, Credo Consulting Inc. takes an in-depth look at both the art and science of success of distributing mutual funds in the advice channels. In our new report “Winning in the Advisor Ranks”, we have interviewed key industry players from independent firms, banks and insurance companies to create a comprehensive look at sales and marketing costs and critical success factors in the industry today.

This report will help you:

  • Benchmark your firm’s sales and marketing spending across every area of marketing, distribution and sales management.
  • Determine the price of delivering investment products in the intermediary channel today and evaluate how it shapes your budgets.
  • Develop the optimal staffing ratios and organization structure for building an effective sales team.
  • Understand the key role branding is playing in gaining access to the advisor channels, particularly for banks and insurance companies.
  • Learn where key players are increasing (and decreasing) their spending on key marketing initiatives.

Winning in the Advisor Ranks answers these critical questions:

  • How is ‘success’ defined in this increasing complex and competitive environment?
  • How do your sales and marketing expenses compare to that of other industry players focused on the advisor channels?
  • Which product types and advisor channels hold the ‘stickiest’ assets and have the greatest sales momentum?
  • How does your sales team stack up to the industry standards in terms of education and experience?
  • How is the internal wholesale role evolving and how are compensation structures changing to better reward their sales efforts?
  • How is technology being leveraged both through the sales intranet and in the field to best support the sales process?
  • Where is the current product development focus and how formalized is the review process?
  • Looking forward, what are the key industry developments that are most likely to affect your business in the coming years?

Our study includes:

  • Over 90 pages of analysis and primary-source research.
  • More than 75 detailed charts and tables illustrating key trends and sales and marketing cost analysis.
  • Findings based on in-depth financial questionnaires and interviews with 16 executives from eight asset management companies.