Research Study Digital Strategies for Building Brand Preference with Institutional Investors

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Asset managers are neglecting their institutional investor websites, mistakenly reasoning that institutional buyers require personal interaction throughout the decision-making journey. Sixty-two percent of institutional investors, however, find the company website to be an important source of non-financial information. Leading firms understand this and use their websites as an integral part of the client’s relationship experience – from supporting the search process to providing personalized service.

Distribution Solutions Digital Strategies Building Brand Preference illustrationDigital Strategies for Building Brand Preference with Institutional Investors demonstrates how asset management firms can differentiate their story for institutional buyers during their search process by using their institutional investor websites to communicate their 4 Ps: philosophy, process, people and performance management. It also suggests ways firms can utilize their digital capabilities to deliver personalized service that complements what the relationship management delivers. The report assesses the institutional sites of 21 firms and recognizes the leaders.

Purchase this report to get:

  • Best practices for differentiating your firm’s value proposition during the buyer’s search process.
  • Recommendations for providing superior service online including interactive client portals, social integration, and more.
  • Illustrations of best practices with screenshots from 15 asset managers.
  • DST's methodology for evaluating institutional investor websites.

Purchasers of this report also receive a personalized DST analyst presentation. Find out who the leaders are and how asset managers can better use their websites to successfully advance the buyer decision journey. Purchase the report today.

Primary Audience: Heads of E-Business, Marketing, Digital Strategy


DST evaluated 21 institutional investor websites survey responses and conducted interviews with selected institutional investors as well as digital strategy managers.

Table of Contents

  • Executive Summary
  • Standing Out in a Crowded Market
  • What Institutional Investors Need from Asset Managers
  • What Asset Managers Should Provide Online
  • Optimizing Digital Engagement with Institutional Investors
  • Online Leaders for Institutional Investors
  • Methodology

List of Exhibits

  • Screenshots
    • The Boston Company
    • Invesco
    • J.P. Morgan
    • Lord Abbett
    • MFS Investment Management
    • Northern Trust
    • PIMCO
    • Putnam Investments
    • Pyramis Global Advisors
    • The Royce Funds
    • Schroders UK Pensions
    • State Street Global Advisors
    • TIAA-CREF Financial Services
    • Vanguard
    • Voya Investment Management
    • Wellington Management

Report Details

  • 57 pages
  • Released 11/10/2015
  • Author: Julia Binder

categories: branding, marketing strategy, investment strategy/investment product, customer journey

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