04.12.24
Advisor Preferences Loom Larger in Asset Managers’ Product Decisions
by: Daniel Gil
A new Cerulli Associates study shows that product rationalization, or the process of determining which funds a manager decides to either shutter or merge into a separate strategy, has recently become a greater priority across fund firms. Nearly a quarter of asset managers surveyed by Cerulli described the process of product rationalization as a high priority for them in 2023, compared with just 12% in 2022, according to the report. The focus on product rationalization has been driven by a desire to target fund firm marketing strategies directly to advisors.
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