The habits of digital natives have disrupted the sales process in fund and asset management. Many people are using the Internet to do their own research on the firm and product offers. Only late in the process, they will get in touch with the firm they believe is most likely to match their specific needs. For financial service providers it is important to proactively facilitate an engaging communication with prospective clients already during this time in the decision making process.
According to a study by Scorpio and Pershing: “among under 35s, digital sets the direction of search for a financial provider”. When selecting a financial provider, a website is the third most influential factor for those under 35 when choosing a financial provider. The firm´s reputation and Internet search engines are also important decision making factors. Therefore, SEO to enhance website traffic and providing a convincing and interactive website have become the most important factors in the sale process. MyPrivateBanking has just released a report on “Websites for Fund and Asset Management 2016” providing a benchmarking of the websites of the leading 15 fund and asset managers worldwide. The report also gives insights into trends in the asset management industry and outlines the key factors of providing a convincing website.