kasina Study Challenges Myth That Institutional Investors Do Not Use Asset Manager Websites

Leading Managers are Increasingly Differentiating Their Brands Among Professional Buyers by Providing Insight into Their Philosophy, People, Process, and Performance Management

Nov 12, 2015, 08:00 ET from kasina

NEW YORK, Nov. 12, 2015 /PRNewswire/ -- kasina, a DST company providing data-driven insights and distribution solutions to financial companies around the world, today released its research report on institutional investor websites.

Findings included in the kasina study –Digital Strategies for Building Brand Preference with Institutional Investors – show that a majority of institutional investors and consultants are turning to a manager's website for non-financial information before making contact during a search as well as for personalized service after a mandate has been awarded.

The report indicates these professional investors are utilizing websites to learn about what kasina calls an asset manager's 4 Ps: the investment philosophy, the people, the investment process, and performance management in various markets.


kasina 2015 Top 5 Asset Manager
Websites for Institutional Investors




Schroders UK Pensions


Voya Investment Management


TIAA-CREF Financial Services


Northern Trust



"After developing a short list of asset managers using third-party databases, our study shows that most institutional investors and consultants use the website to learn about a firm's culture, its leadership team, support services, and other factors that contribute to the quality of the relationship," says Julia Binder, Head of Strategic Marketing Research for kasina and author of the report. "What professional investors find or don't find about those attributes on a manager's site is a strong indicator to them of what it would be like to do business with the firm."

For the study, kasina conducted interviews with selected institutional investors and digital strategy managers and evaluated 21 institutional investor websites. Using its proprietary methodology, kasina found:

  • Only 24% of sites describe the types of institutional clients served by the firm on the home page and have value propositions that address specific challenges of different clients.
  • 34% of firms provide contact information for specific relationship managers on their sites, making it easy for prospects to reach the right individual for information.
  • 62% of sites include detailed biographical information on the firm's leadership and portfolio management teams, which helps visitors to gain an understanding of who runs the firm.

"This year's online leaders are using their websites to differentiate themselves on at least some of the four Ps. And they are providing more personalized service and support options," says Binder. "But the final evaluations indicate that considerable investments are still needed to meet the needs and expectations of institutional investors."

The kasina report, in addition to describing best practices for differentiating an asset manager's value proposition during the search process, includes recommendations for providing superior service with personalized recommendations, customizable subscriptions and alerts, interactive client portals, social functionality, and mobile access. Illustrations of best practices with screenshots from 15 asset managers are also included.

For more information on kasina's Digital Strategies for Building Brand Preference with Institutional Investors report, contact Myra Bartalos, Head of Marketing, at mbartalos@kasina.com.

About kasina
kasina helps leading companies in the financial services industry manage data, gain insight, and ignite change in their business. A wholly-owned subsidiary of DST Systems, kasina enables businesses to transform the way they grow market share through the use of data, research, and advanced analytics in the design, marketing, and distribution of their products. For more information on kasina's distribution intelligence technologies, advanced analytics and research, and strategic advisory services, visit www.kasina.com.

About DST
DST Systems, Inc. is a leading provider of sophisticated information processing and servicing solutions to companies around the world. Through its global enterprise, DST delivers strategically unified transactions and business processing, data management, and customer communications solutions to the asset management, brokerage, retirement, and healthcare markets. Headquartered in Kansas City, MO., DST is a publicly-traded company on the New York Stock Exchange. For more information, visit www.dstsystems.com.

Media Contact:

Laura M. Parsons
DST Global Public Relations

SOURCE kasina