American managers seek higher European market share

American asset managers are investing significantly in brand awareness in Europe, a report shows.

This is one of the findings of an EY survey of chief operating officers at North American, select Latin American and European firms who were asked about primary drivers of change to their operating models.

Improving distribution channels is the primary driver of change across all respondents.

But this driver is of most importance to managers from the Americas with 81% of these managers highlighting distribution as the primary driver of change to operating models, compared to 26% for European managers.

Similarly, 24% of managers in the Americas see increasing brand awareness as their primary driver, compared to 5% of European managers.

“US managers are expanding their brands in Europe, while firms in all locations are assessing how to expand the direct-to-consumer model,” says the Managing complexity and change in a new landscape report.

“US firms rebounded from the financial crisis more quickly than their European counterparts and are investing significantly in marketing and brand awareness in Europe in an effort to increase market share.”

The majority of respondents, who are from 40 asset managers, manage between $50 billion (€36 billion) and $500 billion.

In Europe, the changing regulatory landscape came out on top with 68% citing this driver (US: 19%).

©2014 funds europe

HAVE YOU READ?

THOUGHT LEADERSHIP

Innovative US companies are providing some of the solutions to the climate crisis and transition to a more sustainable economy. We see potential opportunities in areas including renewable energy and…
FIND OUT MORE
This white paper outlines key challenges impeding the growth of private markets and explores how technological innovation can provide solutions to unlock access to private market funds for a growing…
DOWNLOAD NOW

IRELAND SPOTLIGHT

Visit our dedicated Ireland channel for all the latest news and analysis on the country's investment industry.
READ MORE

PRIVATE MARKETS FUND ADMIN REPORT

Private_Markets_Fund_Admin_Report

LATEST PODCAST