kasina: Optimizing Your Opportunity With RIAs

Optimizing Your Opportunities with RIAs
December, 2010

Agenda
Key Chapters
Methodology
Why Target RIAs Now?
Segmenting Opportunities in the RIA Market
Understanding Product Preferences of RIAs
Leveraging Online Marketing Resources to Support RIAs
Staffing and Compensating Strategically
Building a Rewarding Future with RIAs
2

Methodology
Surveyed and interviewed executives at 28 asset management and insurance firms
14% > $100 billion AUM
39% between $10 and $100 billion AUM
47% < $10 billion AUM
34-question survey including quantitative and qualitative questions
Findings from kasina’s FA Vision Benchmarking Survey
MeridianIQ data
3

RIA Market Offers Targeted Growth Opportunities
RIAs are a growth market. Assets grew 13.4% from 2009 – 2010.
AUM have increased by 90.3% since 2001 at an average annual growth rate of 7.4%*
They manage assets of high net worth individuals and institutional investors
Assets under management are concentrated among relatively few RIAs.**
4
* Evolution – Revolution 2010 – A Profile of the Investment Adviser Profession. Investment Adviser Association and National Regulatory Services. 2010
** FA Vision Benchmarking Report Q2 2010. Horsesmouth and kasina. 2010

A Few RIAs Control Majority of Assets
15,900 RIAs manage $2 trillion in assets*
Use mutual funds, separately managed accounts, ETFs and variable annuities
RIAs on average use products from only 8 – 9 providers**
5
*MeridianIQ
**FA Vision Benchmarking Survey. kasina and Horsesmouth. 2010

Firms Say RIA Wholesalers Need Different Skills
“It’s about qualifying, not pitching.”
6

Yet 29% of Firms Cover RIAs with Retail Wholesalers
“How much do I get paid on this product vs. how much will my client have to pay?”
7

Longer Sales Cycle, Greater Asset Opportunity
To be successful in the RIA market, asset managers need to
Target opportunities systematically
Staff and compensate strategically
Leverage RIA preferences for online support
8

kasina drives financial services leaders to answer two questions: What’s next, and what should we do better?
Structure and staffing models
Advisor segmentation and territory planning
Hybrid wholesaling strategy
Metrics and compensation
Digital marketing strategy (Web site, e-mail, social media, mobile)
How kasina Can Help
9
FA Vision, a data-driven strategic analysis of firm’s brand, products, and wholesaling efforts
Excellence in Distribution: National Accounts
Excellence in Distribution: Hybrid Wholesalers
Compensation as a Strategic Management Tool: Aligning Sales & National Accounts with Company Objectives
Asset Manager’s Guide to Social Media
What Advisors Do Online
Top 5 Institutional Web Sites
kasina also conducts periodic Executive Peer-to-Peer Roundtables, honest, and collaborative discussions around common distribution and e-Business issues

Contact
10
Andy Edwards
Business Development Manager
e-mail: aedwards@kasina.com
phone: 646 257 4454
fax: 212 349 7413
kasina
581 Avenue of the Americas, 5th Floor
New York, NY 10011
Tel. (212) 349-7412
Fax (212) 349-7413
info@kasina.com

Visit our Web site: www.kasina.com
Read kasina’s Blog: www.kasina.com/blog
Follow us on Twitter: @kasinaUS

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kasina: Optimizing Your Opportunity With RIAs

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