Four key considerations for capturing asset managers’ attention at TSAM

By Will Brook, Capital Markets

With investment houses under growing pressure to innovate, this blog provides fintech attendees of this year’s TSAM (The Summit for Asset Management) event with a host of tips and tricks to ensure they can capture the attention of the various asset management firms in attendance. These include suggestions around fintech marketing, merchandising, branding, social media, tech savviness and staff selection.

It is no secret that asset managers – particularly those operating in the UK – have had a difficult couple of years. A barrage of headwinds, including a slowdown in global economic growth, elevated interest rates, bouts of pronounced market volatility and increasing competition from ETFs, saw the UK fund industry suffer ‘record’ net outflows[1] in 2023. And so far, this year hasn’t offered much in the way of hope. Funds domiciled in the UK witnessed £3.34bn in net outflows[2] in February – and for the second time in 12 months, not a single asset class managed to attract net inflows.

But as the old adage goes, from adversity comes opportunity. As asset managers grapple with growing competition and squeezed margins, the deployment of sophisticated financial technology has perhaps never been so essential. After all, the integration of effective fintech can unearth a host of advantages for investment houses, not least reduced costs, stronger investment returns, and ultimately a healthier bottom line. Take the potential posed by robo-advisors, for instance. A recent study by PwC[3] suggests assets managed by these algorithm-driven and increasingly AI-enabled digital platforms will surge to almost $6tn by 2027 – nearly double the figure for 2022.

And this is just one aspect of their strategy asset managers will be looking to bolster with cutting-edge fintech over the coming months. Against this backdrop, The Summit for Asset Management (TSAM) in London on 1 May – which brings together leaders from the back and middle office departments of some of the world’s most prominent asset management firms – offers a tremendous opportunity for financial technology providers to capture the attention of fund houses.

Given the number of vendors set to attend and the hectic nature of these events, capitalizing on this opportunity requires careful thought and preparation from a fintech marketing and public relations perspective. Trust me, I’ve been to enough events to know that the unprepared will struggle to make a splash, even if they have an excellent piece of tech to demo. With this in mind, we’ve put together a list of four key considerations fintech firms must take into account to give themselves the best chance of capturing asset managers’ eyes at TSAM.

Unique positioning of merchandise – including branding & visuals

Your booth and any merchandise you intend to give away are two of the most essential elements of large trade events like TSAM. Ultimately, the goal is to ensure your booth and merch stands out from the crowd. To do so, incorporate unique branding elements[1] and visually appealing displays that reflect your company’s identity and message.

Use bold colors, innovative design elements, and eye-catching visuals to captivate the attention of asset managers. Ensure that your booth reflects the essence of your fintech solution, if possible, conveying its value proposition at a glance. As for merchandise, this too should reflect the company’s brand identity, culture and values, while also being useful to attendees.

Be tech savvy with your stand

Utilize technology to enhance the visitor experience at your stand. Incorporate QR codes that lead to relevant resources, such as whitepapers, case studies, or demo videos. Implement interactive displays or augmented reality experiences to demonstrate the functionality of your solution in an engaging manner. Leveraging digital tools for lead capture and follow-ups is another aspect that shouldn’t be overlooked, helping to streamline the process for both parties and turn prospects into new business relationships swiftly.

It’s not all about the tech, be personable & make your stand interactive

While technology is important, it is imperative not to overlook the power of personal connections. Select subject matter experts that are approachable, knowledgeable, and enthusiastic about your fintech offering. These individuals can foster meaningful interactions with asset managers by initiating conversations, asking probing questions, and actively listening to their needs.

Incorporating interactive elements like games or quizzes to break the ice and encourage engagement is also worthwhile, but the success of these will depend on the spriteliness of those in charge of leading them.

Deploying social media throughout the event to maximise brand exposure

Harness the power of social media[1] to amplify your presence before, during, and after the event. Create buzz[2] leading up to TSAM by sharing teasers, announcements, and behind-the-scenes glimpses of your preparations.

Then, during the event, post live updates, share photos/videos of your booth, and engage with attendees using event hashtags. It is then much easier to continue the conversation after the event, by sharing key takeaways, insights, and follow-up content to stay front-of-mind with the asset managers in attendance.

Only by thinking carefully about your fintech brand from a marketing and PR perspective can you be confident in transforming the bustling environment of TSAM into a fertile ground teeming with potential business prospects. See here[3] for three further top tips for developing an effective technology event communications plan.

About the author: Will Brook, content specialist, Aspectus Capital Markets

Will is a content specialist in the Capital Markets team and joined Aspectus having spent nearly three years writing content for a wide array of global asset management firms. Since starting in his role in May 2023, Will has become ever more curious about the ways in which effective marketing and public relations can help innovative financial technology firms capture the attention of their target audience and transform capital markets for the better.

Key takeaways

  1. Embrace adversity as opportunity: Despite challenges in the UK asset management industry, fintech firms can leverage this adversity as an opportunity to provide innovative solutions. The integration of sophisticated fintech can offer advantages like reduced costs and stronger investment returns, addressing the industry’s pain points and fostering growth opportunities.
  2. Strategic preparation for trade events is a must: Attending events like TSAM requires careful planning and preparation to stand out among numerous vendors. Fintech firms must prioritize unique branding and visual displays to ensure their booth captures the attention of asset managers. Incorporating technology, such as QR codes and interactive displays, enhances the visitor experience and facilitates lead capture and follow-up.
  3. Balance technology with personal connection: While technology plays a crucial role, personal connections are equally important. Fintech firms should deploy staff who are approachable, knowledgeable, and enthusiastic about their offerings. Interactive elements like games or quizzes can enhance engagement, but the effectiveness relies on the energy and engagement of booth staff. Additionally, leveraging social media before, during, and after the event amplifies brand exposure and sustains engagement with asset managers.

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