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Asset management client engagement
If your CX underperforms at engaging clients, they will give their time to your competitors … and then their money.
So boost your results with the insights from Accomplish’s research publications on asset management client engagement.
Whether you like to watch, listen, or read, this unique treasure trove was made possible by the CX Benchmark’s transformation of client experience for asset managers from a soft and fuzzy concept into a measurable and commercially actionable discipline.
1. AI-driven CX is the new table stake
Agentic AI risk control framework
The Agentic AI Risk Control Framework is a practical toolkit for identifying and managing the risks of incorporating agentic AI into business processes.
It is important because agent-led automation is accelerating, but without the right controls, firms risk avoidable harm, cost, and reputational damage.
Asset managers should evaluate their current AI exposure, adopt a phased control approach, and request early access to the framework on www.agenticrisks.com
How can you track CX efficiently? Automate your CX KPIs with Fetch, Your CX Data Collection Agent.
Most Heads of Distribution want a client experience (CX) Scorecard, but automating it can get hindered by fragmented, inconsistent, or inaccessible data … and only limited budget for fixing the problem.
That’s why we built Fetch – your CX data collection agent that automates KPI creation across your client journey, while keeping you in control: save days of work every quarter, flag data issues before they become business risks, and discover where your CX helps or hurts your bottom line.
Learn all about Fetch here and then book a demo to see it perform days of work in seconds.
The Vital Piece – a 5-step CX Data Maturity Framework for capitalizing on AI-driven CX.
As we have outlined in previous white papers, AI-driven client experience (CX) is set to become the next ‘table stake’ for asset managers.
This white paper highlights the importance of clean, reliable CX data as the foundation for effective AI applications.
The authors introduce a 5-step CX Data Maturity Framework, guiding firms through auditing their data, defining AI strategies, implementing AI processes, securing governance, and empowering staff.
Real-world tools and case studies from Artefact and Accomplish demonstrate how firms can take actionable steps toward AI readiness.
Ultimately, the piece encourages firms to choose whether they want to keep up with this industry shift – or lead the industry – with their CX capabilities.
When you’re ready to get started, use Accomplish’s Client Journey Data Mapping service to discover the highest-ROI KPIs, the ability of your data to support them, and fix any issues. Self-serve, or hire us to guide you.
The New Dawn – why AI-driven CX is set to become the next ‘table stake’ and what you can do about it.
In our white paper on differentiation strategies for asset managers in 2025, we predicted that AI-driven client experience (CX) is set to become the next ‘table stake’.
In this article, we define AI-driven CX, show how the deployment of AI will transform client interactions and using the institutional client journey as a case study, identify where to start – the quick wins and areas of longer term value.
Whether you’re enhancing relationship management or future-proofing your CX strategy, this piece offers actionable insights backed by industry expertise.
However, while the opportunities of AI are vast, they depend on the foundations of CX being in place, like data and governance. So, we conclude with a link to the Client Experience Maturity Index, which helps asset managers diagnose their CX pain points, risks, and readiness for AI.
The Differentiation Challenge – five winning strategies for standing out in the crowded asset management market.
The asset management industry remains intensely competitive, and firms that fail to differentiate are disappearing.
Previous differentiators have become ‘table stakes,’ requiring firms to adopt additional strategies.
How to stand out?
This article outlines 5 winning approaches for standing out, a decision-making framework, and implementation roadmaps.
It also explains why one winning differentiator – AI-driven client experience (CX) – is set to become the next ‘table stake’.
Contact us if you’d like to learn how to differentiate and future-proof your firm.
A strategic relationship to help you stand out
Standing out is harder than ever and the firms that can show clients their mastery of AI-driven CX will gain a decisive edge.
No matter your starting point, Accomplish’s and Artefact’s strategic relationship will get you started immediately and let you boost your asset management client engagement, increase your conversion rates, and outperform at this critical new table stake.
To connect the dots, we’ve co-authored three white papers.
2. Behavioral science
Why asset managers should measure client behavior
Client feedback and behavior are two sides of the same coin.
This blog on why asset managers should measure client behavior explains how humans are tricky creatures and why, therefore, you cannot rely fully on what they say.
In contrast, actions speak louder than words.
So, you should measure your effect on client behavior to focus your organization on what matters most (which is whether or not they buy, stay, or buy more), and what you can do to stimulate these behaviors.
This makes actions, not words, the reliable indicator of demand and, therefore, it makes client behavior data the perfect business intelligence: meaningful, commercial, and professional.
Dollarizable asset management business intelligence
There are two types of indicators of client behavior – leading and lagging ones – and this article focuses on the 3 lagging indicators.
For the investment industry, they are ‘buying’ (sales conversion), ‘staying’ (client retention), and ‘buying more’ (products-per-client).
These behaviors involve transfers of money, which gives them the rare feature of being dollarizable because they – and only they – pay the bills.
If they point the wrong way for too long, the situation could become life-threatening for the organization, which makes them a vital component of your asset management business intelligence.
Monitor them through the CX Benchmark.
7 behavioral biases for your sales funnel
The UK’s Consumer Duty expects firms to “take behavioral biases into account” while ensuring they “avoid inappropriately manipulating them” and to have “Board-level data and metrics” to demonstrate compliance.
Check out 7 behavioral biases you should incorporate into your sales funnel, best practices, mistakes to avoid, and metrics to monitor.
A 5-level client retention strategy
Client retention will be your largest source of revenue. Check out the behavioral science behind a 5-level retention strategy to reset, prove, maintain, lengthen, and deepen client engagement.
Explore best practices, mistakes to avoid, and metrics to monitor.
A new model of asset management client engagement
It has long been known that there are different types of behavior.
Now, unique data about asset management client behavior has inspired a new way to win.
To summarize, engagement is a category of behavioral responses to stimuli that you can initiate.
These responses take place within and across the different settings that comprise your sales funnel and client journey.
To win, you will need to be expert in maintaining and converting engagement.
3. Client experience
Podcast series
Competitive CX Podcast:
tackling the challenges
of CX in financial services
tackling the challenges
of CX in financial services
Competitive CX dives deep into client experience (CX) in the financial services industry.
Hosts Melanie Aimer, Adam Grainger, and Hamish Taylor guide listeners through the critical role of CX and share insights on navigating its challenges and opportunities.
Across 9 episodes, they tackle pressing challenges CX professionals face, uncovering valuable insights and practical solutions to help financial services organizations excel in delivering exceptional client experiences.
Competitive CX offers actionable guidance for business leaders, marketers, customer service teams, and finance professionals.
Access every episode here: summaries, video shorts, and key takeaways, as well as the full recordings:
- Why care about CX?
- What is CX and who should own it?
- Cultures that kick CX down the road.
- Organisational structures that get in the way of CX.
- Incentives that inadvertently deprioritise CX.
- Regulator – friend or foe to CX?
- Technology – enabler or disabler for CX?
- Solving the most common CX complaints.
- Where to start with CX?
For financial services professionals seeking to enhance their CX strategy or anyone interested in understanding the evolving landscape of client experience, Competitive CX is the ultimate resource. Tune in and join the hosts on their journey to elevate client experiences and drive successful business outcomes!
What is client experience for asset managers?
CX is an ‘effect’ you ‘cause’ that manifests itself in what clients say (feedback) and what they do (behavior).
Feedback is qualitative while behavior is quantitative – measurable along the client journey in either ‘gifts of time’ or transfers of money.
If your CX underperforms at engaging clients, they will give their time to your competitors … and then their money.
Read on for common pitfalls and best practices.
Client Experience Quick Wins for Asset Managers
Client experience (CX) isn’t just about satisfaction – it’s a proven driver of retention, which is every firm’s largest source of revenue.
For asset managers, that means acting now to deliver seamless, personalized experiences that keep clients engaged.
This blog highlights the client experience quick wins you can implement in just 6 to 9 months.
How asset management client experience works
CX operates on the emotional level where, when it comes to decisions about buying, staying and buying more, a good experience is forgettable and only the extraordinary counts.
This is a huge opportunity for those asset managers who are ready to seize it.
Read on for a worked example.
Why CX initiatives fail
This article explores five common reasons why CX initiatives fail.
For each one, we define the mistake, explain why it is a problem, and then present a known solution.
We then introduce a new podcast series that will examine more broadly the challenges financial services companies face when implementing CX initiatives.
Medium-Term Opportunities of CX
The medium-term is where your CX either converts digital engagement into revenue or it doesn’t.
In this article, Adam Grainger and Neil Thornburn explore the medium-term opportunities of CX – a 9 to 18-month window where CX stops being a buzzword and starts delivering results.
This is the second in a three-part series examining CX’s short-, medium-, and long-term opportunities and how you can track your performance through the CX Benchmark.
As with the first article, it is packed with practical examples, case studies, and metrics, but get in touch if you have any questions or want to see how your firm compares.
4. Latest Benchmarking Insights
CX Benchmark – an Insider’s View (April 2025)
Every quarter, Accomplish’s CX Benchmark tracks the time and money clients give to asset management firms.
Here are our thoughts on 3 fresh insights from the latest run.
Last quarter, we placed a heavy focus on digital engagement, so this time, we’ll do the same for in-person engagement because that’s where you turn ‘attention’ into revenue.
CX Benchmark – an Insider’s View (January 2025)
Every quarter, Accomplish benchmarks the client experience of asset management firms from around the globe.
We look end-to-end – from digital and in-person engagement to sales conversion, client service, and relationship management.
Here’s an insider’s view of 5 of the 30 recently unearthed insights, focusing on the early stages of the client journey.
