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Announcing the Benchmark of Intermediary Client Behavior

Benchmark of Intermediary Client Behavior


The benchmark of asset management institutional client behavior goes to the heart of whether these clients are buying, staying, or buying more. But the intermediary market has different buyers, influencers, and goals, so Accomplish is launching a twin benchmark of intermediary client behavior focussed on wholesale and advisory relationships. Can you afford not to know?

Client behavior is the reliable indicator of demand

Asset managers selling funds to intermediaries like platforms, wealth managers, and advisors can observe and measure their company’s effect on them by what they say (feedback) and what they do (behavior). Humans are tricky creatures, though, and actions speak louder than words, so you will find the data about their behavior to be the reliable indicator of demand.

Separating winners from losers

The institutional behavioral benchmark will soon be 2 years old. 100% quant and covering the Americas, EMEA, and Apac, it is helping asset managers who sell to end clients like corporates, pension funds, and governmental bodies.

Because it goes to the heart of the behaviors that matter, it yields vital business intelligence that separates winners from losers, for example:

  • Buying – variations in pitch win rates.
  • Staying – early warning of client retention issues.
  • Buying more – potential blind spots to cross-selling opportunities.

At Accomplish, we see more and more firms embedding client behaviors into their targets and strategies. In the words of one Head of Analytics and Insights, “this is exactly the type of data we’ve been looking for – clients, markets, and competitors.”

The Benchmark of Intermediary Client Behavior

In comparison, the intermediary market has different buyers, influencers, and goals than the institutional space. This means that even though asset managers will still want clients to buy, stay, and buy more, the behaviors they need to stimulate in them are different.

This is because, compared to the on / off nature of institutional investments, the intermediary market is more nuanced:

  • Distributors select funds and make them available to advisors, who make discretionary investment decisions on behalf of their end clients.
  • Over time, flows of assets increase and decrease.
  • And, if appetite tails-off, ‘run-off’ (with a distribution agreement probably still in place) replaces the brutal clarity of ‘termination’.

As a result, the behaviors that distributors and advisors display in relation to buying, staying, and buying more are different to those in the institutional market and, therefore, need to be measured differently.

In response, Accomplish is launching the benchmark of intermediary client behavior to enable asset managers to monitor the behaviors that matter in this market. Specifically, we are going to focus on strategic, dollarizable behaviors, such as:

  • Buying – the depth and breadth of distribution channels, and their effect on volumes of new investors.
  • Staying – duration of active investments.
  • Buying more – changes in flows, and the effect of rankings.

Act now: free no-obligation pilot

The benchmark will give Heads of Intermediary a new tool that will go to the heart of wholesale and advisory relationships because it will enable them to measure, compare, and predict the most important client behaviors for managing their businesses.

Looking at this from the perspective of a P&L statement, you will be able to drill down into the behaviors that drive revenue generation (buying), revenue retention (staying), and the cost of sale (buying more). This will enable you to embed client behaviors into your targets and develop strategies to stimulate the actions you want.

If you would like the earliest and cheapest access, book a 20-minute demo now.  In the session, we will show you how behavioral benchmarking works and let you explore the metrics that will comprise the new benchmark of intermediary client behavior.

After the demo, the next steps would be for you to choose the ones you need and participate in the free no-obligation pilot that will establish this new capability for the industry.

Can you afford not to know your company’s effect on whether intermediaries buy, stay, and buy more?

Adam Grainger

Adam Grainger

Behavioral analytics | Business intelligence | Asset management