Rich Watts leads digital strategy at Kurtosys, emphasizing the importance of digital transformation in asset management. The document discusses the need for customer-centric approaches, investment in technology and training, and the impact of marketing technology on efficiency and relevance in the financial services sector. Case studies highlight successful collaborations that demonstrate the benefits of agile methodologies and user-friendly platforms.

1. Rich Watts
Digital Transformation
in Asset Management

2. Rich watts
Global Head of Digital, Kurtosys
Rich Watts oversees global digital strategy, design & UX,
WordPress platform delivery & product development at
Kurtosys. With over 20 years proven experience in digital
strategy and delivery, largely focused within financial service
sector and specifically within asset & wealth management,
insurance and crowdfunding.

3. Kurtosys provides a unique Enterprise Content Management
platform for financial services firms.
Kurtosys enables financial services firms to reduce time-to-market for websites, marketing
documents and content portals by over 50%, and at one third of the traditional cost.

4. your investors matter
Becoming customer-centric
The growing impact of MarTech
Investment in digital
Enabling teams
The path to digital transformation

5. “The digitization of the investment
industry is happening. If you are not yet
on board, you can expect to start losing
business as you’re unable to meet
customers’ ever-changing online needs”
--Dean Butler, head of retail wealth, HSBC UK

6. your investors matter
The road to becoming customer-centric
• Dig deep into your customer metrics before you redesign the customer
experience. What are you customers doing now? Which digital areas are
winning and which are failing?
• Do not add complex layers of technology until you have a strategy in place.
Start with what the customer experience needs to be and work backwards.
• Improve your internal working processes before you launch new digital
initiatives. E.g. improve the flow of data between marketing, sales, ops etc.
• Educate and re-train internal teams on the new customer strategy before
you go live with new projects.

7. Assessing Digital Experience Maturity
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Prioritized activities
Volume based KPIs
Defined vision & strategy
Quality based KPIs
Sponsorship &
increased investment
Holistic KPIs
Integral part of
strategy development
Agile strategic
approach
Business aligned
strategy & roadmap
Value based KPIs &
Weighted attribution
Active championing
& investment
Lorem Ipsum Dolor Sit Core syncing
Integrated inbound
approach
Optimized for ROI
Marketing Automation
engagement
Support but inadequate
Digital Capability
Maturity Assessment
Strategic Approach
Performance Improvement Process
Integrated Customer Communications
Management Buy-In
No specific skills Core skills centralized
Centralized &
dedicated resources
Balanced blend of
marketing skills
Decentralization
& reskilling
Resourcing & Structure
Limited & dated Separate data, tools & IT Partially integrated
systems
Flexible approach to
optimize resources
360 degree data sourcesData & Infrastructure
Not integrated Responsive experience,
not personalized
Partial personalization
Full contextual
personalization
Integrated, personalized,
web, mobile and social
Integrated Customer Experience
No strategy
No KPIs
Limited
Not integrated
No Strategy
Optimized
Market
LeadingDefined
Competent
Capability
Developing
Initial
Capability
Quantified
Above Average
Capability
Identifying digital transformation
roadmap positioning.

9. Investment managers who
deploy digital technology have
40%More AUM than
those who don’t
--Fidelity

10. your investors matter
The growing impact of MarTech
• CMOs have more budget for marketing technology than ever before
• The average “enterprise” uses 91 marketing cloud services
• Marketers will use a collection of marketing cloud apps daily in their routine
• In our experience, marketers want to use simple, user-friendly applications
• Building the right “MarTech stack” will lead to improved efficiencies

11. We found we were using over 40
marketing technologies

12. The average
percentage of a CMO’s
budget allocated for
MarTech is now 29%

13. your investors matter
The need for investment
• Investment in digital needs to be for the long-term
• A 2-3 year digital roadmap should correlate to investment
• Investment needs to be made not just in technology but also people
• Leading asset managers have proven to increase AUM through digital

14. “Digital transformation can make you
both more efficient and more relevant
to your existing customers and
distribution channels”
--Steven Dorval, head of advice and innovation for John Hancock

15. Digital platforms are currently the focus point in spending
(Alpha FMC study: The State of Digital Readiness of the Asset Management Industry)

16. your investors matter
59% of 200 asset managers we surveyed are planning to
invest more into their website in the next 12 months
* Kurtosys digital marketing survey 2018

17. your investors matter
Enabling teams
• Technology is an enabler not the solution
• Sales enablement is a key area but all teams should have access to better
technology and be more integrated
• We are seeing a trend towards “no-code” or low-code solutions, especially
with marketing teams who want to publish content quickly

18. your investors matter
52% of 200 asset managers we surveyed rated
their digital maturity as ‘developing’
* Kurtosys digital marketing survey 2018

19. your investors matter
• Kurtosys worked with BMO to create 67 country websites to include 500 share classes of
fund information and 5,000+ documents
• The project was completed within a six month timeframe
• The success story emanates from BMO working in an agile method and collaborating with
Kurtosys every step of the way
• Small teams were able to achieve more
• The technology was an enabler rather than a straight solution
• The BMO teams needed a platform they could use every day with minimal training and
knowledge
Case study: BMO Global Asset Management

20. your investors matter
“We believe updating websites should be a
mainstream skill in marketing. So having
a CMS such as WordPress, is not only
simple to use, but is so well known that
when you’re recruiting or training, it’s
very easy to find people who have
experience using it.”
--Stewart Conway, Head of Central Marketing
BMO Global Asset Management
Case study: BMO Global Asset Management

21. Speed to market:
Asset managers need to launch
digital experiences faster

22. Improving UX:
building better tools for
investors

23. Thank you