CORE - Raise & Retain

We are proud to announce the launch of a new brand identity as part of the ongoing evolution and growth of the firm!

We are proud to announce the launch of a new brand identity as part of the ongoing evolution and growth of the firm!

Today, our work is used by many of the world’s leading Asset Managers to communicate more effectively with investors all over the world. We believe investors are gaining a more fundamental understanding of how their money is being utilised to grow their purchasing power, and even contribute to the betterment of the world around them.

As our business has grown and evolved over the last few years, we felt it was about time to unleash a new refreshed look to reflect our ongoing commitment to bringing greater transparency to the world of investing. By helping our clients communicate authentically and consistently with their prospective investors at all stages of the sales cycle, we continue to build toward an ecosystem where every stakeholder understands why they invest, what they invest in and who they invest with.

After careful consideration, we have altered our logo to better reflect who we are today and added a new tagline to capture our differentiated view on the process of sales & marketing in the industry as a whole.

We’re only human, after all…

In most industries a customer can reasonably assess how satisfied they are with the product soon after the purchase, but in Asset Management a customer would need about 10 years to form a meaningful opinion! However, in most cases an investor will experience short-term fluctuations that might cause them to prematurely head for the exit, even if the 10-year performance would have turned out to be excellent.

Look no further than Peter Lynch —  the legendary investor who averaged a 29% annual compound return as head of the Magellan fund at Fidelity. An absolutely remarkable achievement (please give us a call if you think you can do the same!). However, the average investor in his fund, actually lost money while Lynch was at the helm, according to Fidelity’s own research*.

This fascinating case study highlights the impact of how people often let their emotions take over and invest rashly based on short-term fluctuations. Periods of underperformance, which are inevitable, lead to investors pulling their money out and once an up-trend presents itself they invest again. Maybe the message of buy low, sell high got switched up in translation.

This presents asset managers with several problems:

  • They can’t consistently help their investors realise their financial goals
  • It increases the drag of transaction costs
  • It’s a mentally taxing effort to run the business, if the rug keeps getting pulled out from under your feet during downturns

At CORE, we know it’s a competitive advantage when clients are true long-term investors, as it allows you to focus on investing decisions during down-turns, not managing in- and outflows.

The question becomes, how do we tackle this? If the emotions of investors will inevitably run high, what can we do about it? Well, we believe it requires focusing on two aspects that we can control: story-led differentiation and rethinking raising and retaining.

Raise & Retain — rethinking traditional sales cycles

Asset Managers can reimagine their traditional sales & marketing strategies, and move towards a paradigm where raising and retaining are both considered to be equally important. At CORE, our new branding reflects our commitment to this integrated approach: whereby we look to create a virtuous cycle of education, powered by authentically differentiated storytelling, that converts prospective investors and keeps them convinced for the long term.

Many Asset Managers focus primarily on raising new funds from clients, and leave retention as an after-thought. This traditional sales funnel approach makes very little sense in this industry, as it takes just 10 weeks to reach a buying decision versus 10 years of retention to make sure they’re truly satisfied!

Ultimately, AuM is determined by both inflows and outflows, and we believe a cogent business development strategy should reflect this imbalance.

Raise & Retain — an integrated approach

Retention requires a dedicated strategy that should endure for years as opposed to weeks for a raising campaign. That’s why we believe in an integrated approach that ties both strategies together, enabled by the power of story-led differentiation. This approach provides a compelling reason to invest followed by constant & consistent reminders of why they invested that way in the first place.

CORE — delivering the confidence to be authentic

If you’re laying awake at night thinking about more than just “how do I raise as much as possible in the next 10 weeks”, but also about “how do I ensure the investors I convert stick around for the next 10 years”, then look no further than CORE — Raise & Retain.

We strive to lay the foundations for our own idealised investment ecosystem. An ecosystem where every stakeholder understands why they invest, what they invest in and who they invest with. Only by achieving a deep-seated conviction in an Asset Manager’s long term strategy can investors be expected to withstand the stress induced by short term market fluctuations. That’s why our mission is to provide the confidence to be authentic — by helping Asset Managers find their own unique voice, to stand out and to communicate (without jargon) to the investors that are ultimately the right fit for them.

Introducing CORE Marketing-as-a-Service (MaaS)

To better meet the demands of an increasingly varied customer base, our brand revamp also coincides with the addition of a holistic Marketing-as-a-Service capability to our service offering. CORE MaaS provides an end-to-end marketing service for boutique funds that covers developing & executing a coherent marketing strategy to raise more capital in the short term and retain investors for the long term. Serving as an extension of your existing team, we provide a scalable, bespoke solution that presents less operational risk at a cost-basis that makes sense for your business. You focus on what you do best, we handle your marketing.

Contact us today, or browse our website for more information.

* Forbes, 2021

Mohan is a Founding Partner at CORE, and serves as the Chief Operating Officer.