Digital intelligence is fast becoming a highly sought-after component within the bulk of professional sectors. Yet despite its prized affinity with an array of modern professions, cultivating a strong digital presence requires an arsenal of expertise. Creative consultancy, Living Group, has operated across a wealth of industries that have, since the agency’s inception in 2004, begun to embrace the potential for digital-driven strategy. Yet as the latest Living Ratings suggest that the asset management sector is lagging on digital implementation, a stronger digital focus may be required.

Presented at London’s prestigious Devonshire Club, the findings were accompanied by an esteemed panel of industry professionals, including Brodie Neader, online marketing, Europe and North Africa at First State and Mark Atkinson, former head of EMEA marketing at T. Rowe Price. Living Group’s client strategy director, Greg Hobdon, also joined proceedings alongside co-founder and CEO of Living Group, Kate Shaw.

With the 2016 Living Ratings recording a mere 8% of the top 100 asset management firms – gauged through Investment & Pensions Europe’s Top 400 Asset Managers 2017 – providing exceptional digital content for financial advisers and intermediaries (FAIs), this year’s rise to just 11% signifies a slow shift for an industry geared towards digital communications.

Kate Shaw, says, “There’s a hard-wired view among many in the asset management arena that positive financial performance somehow negates the need for quality communications. Whatever the reasons, our ratings tell their own story; that apart from the leading firms in our study, too many asset managers are neglecting their FAI audience with sub-optimal and undifferentiated digital communications.”

Following Living Ratings’ successful format of categorisation – determined, focused, energetic and lacklustre – this year’s lacklustre performers was close to double, with 35 in 2016 rising to 65 this year. Underperformers failed to grasp adequate content personalisation, with only 11% of the top 100 enabling the feature. In addition, a mere 10% of asset managers offer an adviser or intermediary app, a feature that is widely considered a focal point in today’s booming mobile-focused industry.  

Yet for those in the successful bracket of the study, digital engagement, despite wavering in certain categories, follows a consistent line of a multi-faceted approach to digital. As many as 65% of this year’s top-performing firms use geo-location techniques in localising specialities, with 74% explaining content through infographics. Panellists affirmed the need for a consistent tone of voice, as well as avoiding a ‘salesy’ narrative throughout thought-leadership aspects of a digital offering.

For a more in-depth look at this year’s Living Ratings in the asset management category, click here.