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In investment management, a strong go-to-market (GTM) strategy is critical for navigating complex regulations, building trust with high-net-worth (HNW) clients, and driving sustainable growth. However, only 33.3% of firms take a systematic approach to GTM efforts, despite 70% acknowledging its revenue impact. This gap often leads to underperformance in client acquisition and retention.
Key takeaways from successful GTM strategies include:
Case studies highlight how firms like Allure Bank and others leverage technology, AI, and targeted messaging to achieve measurable growth. For example, Allure Bank used a multi-channel approach to attract HNW clients to its online wealth management platform, while another firm saw revenue gains by deploying AI-powered client acquisition tools.
Main Lessons:
Building a successful go-to-market (GTM) strategy in investment management hinges on key elements that drive both client acquisition and retention.
Understanding your ideal client goes beyond basic demographics. It’s about diving into behaviors, risk tolerance, and financial goals. This deeper understanding enables firms to allocate resources wisely and deliver tailored experiences that fuel growth.
Research shows that firms using segmentation strategies experience greater growth in assets under management (AUM) compared to those relying on generic approaches. The key is to create meaningful client segments based on shared traits.
To achieve effective segmentation, start by gathering quality data from diverse sources, such as personal interactions, emails, client questionnaires, and routine paperwork. Centralize this information into a system that provides a holistic view of each client relationship.
Segmentation strategies should consider factors like life stage, investment preferences, risk tolerance, and specific financial objectives. This approach not only enhances service delivery but also boosts client satisfaction. For instance, Thrive Wealth Management adopted Maximizer CRM to consolidate client data. This allowed them to segment clients based on portfolio size, service history, and financial goals, enabling tailored services and delivering “exceptional client experiences at all life stages”.
Service delivery should align with these segments. Many firms implement a tiered service model, offering different levels of attention based on client value. Michael Forrester, president and CIO of High Note Wealth, explains:
"The service model is driven by touchpoints. The top tier, for example, may get 20 touchpoints in a given period, while the mid-level tier gets 16 and the lower tier gets 12".
| Client Segment | Value Definition | Service Standard |
|---|---|---|
| Platinum | Top 5-10% of clients | World-class service |
| Gold | Next 20% of clients | First-class service |
| Silver | Meets profitability criteria | Business-class service |
| Bronze | Other clients | Standard service |
Segmentation also helps firms focus on long-term profitability. As Lisa Crafford, vice president of platform strategy at BNY Mellon’s Pershing, notes:
"Segmenting provides an objective measure of how to profitably serve clients, regardless of size or revenue model".
Once segmentation is in place, firms can develop a value proposition tailored to each group.
Creating compelling messaging in investment management requires a balance of expertise and regulatory compliance. A strong value proposition highlights what sets a firm apart while addressing the unique needs of each client segment.
A firm’s messaging should extend beyond performance metrics to emphasize service quality, technology, and expertise. For example, Allure Bank, an online-only bank, developed a wealth management app targeting clients with over $100,000 in AUM. Their GTM strategy focused on tech-savvy, financially knowledgeable clients. The bank’s unique selling point was its integration of a wide range of investment options with its online banking platform, making it easy for clients to connect with financial representatives.
To effectively reach diverse client segments, multi-channel messaging is essential. Allure Bank used a mix of social media ads and email campaigns to engage its audience, tracking metrics like app downloads, user engagement, and new AUM. Adjusting campaigns based on this data helped them successfully grow their wealth management services.
A well-thought-out messaging strategy should address every stage of the buyer journey, ensuring that communication is tailored to each client segment’s decision-making process. When paired with effective segmentation, a strong value proposition lays the groundwork for seamless technology integration.
Technology is a cornerstone of modern GTM strategies, enabling firms to scale operations and optimize client acquisition. Tools like CRM systems, AI platforms, and data analytics are essential for streamlining processes and improving outcomes.
By 2025, the number of software solutions available is projected to exceed 15,000, offering firms a wealth of options for building their tech stacks. However, success depends on selecting tools that align with specific goals rather than simply chasing the latest trends.
AI has become a key component of competitive GTM strategies. Firms using AI-driven tools report a 10–15% increase in revenue and a 10–20% improvement in customer satisfaction. AI-powered sales and marketing tools also boost sales productivity by 20–30% and enhance customer engagement by 15–25%. For example, Salesforce achieved a 25% increase in sales productivity and a 30% rise in customer satisfaction after deploying an all-in-one GTM platform in 2023. Similarly, SuperAGI leveraged AI platforms to drive revenue growth and simplify operations.
CRM platforms act as the central hub for managing client data and segmentation. They allow firms to centralize information, automate outreach, and deliver personalized service by integrating both personal and portfolio data into a unified client view.
Automation further amplifies GTM efforts by reducing manual errors and saving time. Techniques like lead routing, predictive scoring, and AI-driven content generation are widely used, with 78% of firms employing AI for content creation and 40% for audience targeting.
Data intelligence platforms transform raw data into actionable insights, helping firms prioritize high-intent buyers and refine outreach strategies. Companies using AI-powered forecasting tools can reduce errors by 20–50%, resulting in more accurate pipeline management and better resource allocation.
For successful technology implementation, it’s crucial to set clear objectives, evaluate existing systems for gaps, and eliminate redundant tools that lead to budget waste and fragmented data. Involving cross-functional teams and establishing strong governance frameworks ensures that technology investments yield measurable results.
Real-world examples highlight how investment management firms tackle challenges and achieve growth by addressing customer needs and leveraging technology. These case studies reveal distinct approaches rooted in core GTM principles.
Allure Bank entered the competitive digital wealth management space with a clear focus: targeting high-net-worth clients through a unique online-only platform.
The Challenge: The market was dominated by traditional wealth management firms, making it difficult for Allure Bank to stand out. High-net-worth individuals, accustomed to in-person services, were hesitant to trust digital platforms. On top of that, managing clients across multiple currencies and jurisdictions added complexity.
The Solution: Allure Bank crafted a GTM strategy centered around a strong value proposition: seamless integration of investment options with online banking. Their platform's multi-currency capability allowed clients to manage diverse portfolios while connecting with financial representatives through digital channels.
To reach their audience, they used a multi-channel approach, combining social media and email campaigns. These efforts educated prospects on the benefits of digital wealth management, emphasizing security, personalized service, and lower fees compared to traditional firms.
Results: Allure Bank successfully captured a significant portion of the high-net-worth digital wealth management market. Customer acquisition costs were lower than anticipated, and revenue growth surpassed expectations. By tracking metrics like app downloads, user engagement, and new AUM (assets under management) growth, they refined their campaigns based on performance data.
This case highlights how firms can break into established markets by using technology and targeted messaging to address specific client needs.
While Allure Bank focused on multi-currency solutions, other firms have leaned on AI-driven strategies to optimize client acquisition. One wealth management firm partnered with Visora to implement an AI-powered GTM strategy through its Trifecta Program. This program combines B2B Vortex Funnel technology, AI-enhanced appointment setting, and strategic consulting.
The Challenge: The firm relied heavily on referrals, which led to an unpredictable sales pipeline. Manual prospecting was time-consuming and inconsistent, and sales teams lacked tools to identify high-intent prospects, wasting effort on unqualified leads.
The Solution: Visora's Trifecta Program addressed these pain points by using the B2B Vortex Funnel to identify prospects showing buying intent. AI-enhanced appointment setting automated lead qualification and scheduling, allowing sales teams to focus on high-value tasks. Strategic consulting ensured continuous optimization based on performance data.
The program analyzed firmographics, behavioral data, and intent signals to create targeted outreach campaigns. Integration with the firm’s CRM system provided a unified view of all prospect interactions.
Results: Firms adopting AI-powered GTM strategies often see revenue increases of 3% to 15% and sales ROI improvements of 10% to 20%. Personalization and data-driven targeting can boost conversion rates by up to 78%, while AI-driven omnichannel strategies have shown an average conversion rate lift of 31%.
Visora's success underscores this approach. Across more than 30 wealth management and related sector partnerships, the firm has generated over $70 million in pipeline value, with an average increase of $150,000 per client pipeline. They’ve also facilitated over 2,000 qualified calls with decision-makers, including C-suite executives and high-net-worth individuals.
Key Success Factors: Combining AI automation with human expertise proved essential. As Martal Group observes:
"AI and automation accelerate launch timelines by handling repetitive tasks, freeing teams to focus on strategy and relationships".
This strategy reduced launch timelines by up to 30% and streamlined workflows by 25%.
These case studies show how firms can gain a competitive edge in investment management by blending technology with a deep understanding of client needs. Whether through multi-currency platforms or AI-powered acquisition systems, the right tools and strategies can make a significant impact.
Drawing insights from the case studies, these lessons and practices highlight the core elements that contribute to a winning go-to-market (GTM) strategy in investment management.
Three key principles stand out as drivers of effective GTM strategies in the investment management space:
Technology integration is a game-changer for leading firms. By leveraging AI-powered automation, companies can handle complex tasks more efficiently, freeing up relationship managers to focus on building client connections. This is a critical shift, as McKinsey notes that relationship managers currently spend 60% to 70% of their time on administrative tasks due to outdated systems.
Data-driven decision making plays a pivotal role in achieving revenue goals. Firms with well-documented GTM strategies are 33% more likely to meet their targets, and they do so 60% faster . Metrics like customer acquisition costs, conversion rates, and pipeline value are essential for refining and improving strategies over time.
Sales and marketing alignment is vital for long-term success. Automation tools help bridge the gap between these two functions, ensuring a smooth transition from lead generation to customer conversion. This alignment is particularly important as customer acquisition costs have surged by 61% between 2020 and 2022.
These principles serve as the foundation for best practices tailored to U.S. investment management firms.
Focus on differentiation through specialized offerings. In a large and highly uniform U.S. market, standing out is critical. Brett Nielsen, Executive Director in Los Angeles, underscores this:
In the US, differentiation is crucial given the market scale and homogeneity.
Firms should consider expanding into private credit offerings, a sector that has seen double-digit annual growth and surpassed $2.1 trillion in 2023. Forming strategic alliances with banks can also provide access to valuable deal flow in this burgeoning market.
Adopt AI-powered personalization at scale. Many investment managers are now building in-house AI platforms to deliver tailored portfolio recommendations that match individual risk tolerances. While 60% of firms report using AI for data-related distribution, only 11% describe their usage as "heavy". Firms should focus on integrating practical AI applications, such as generative AI, into their existing systems and establish centers of excellence to build expertise and trust.
Streamline operations with automation frameworks. Start by evaluating current processes and selecting tools that fit specific needs. Roll out solutions incrementally while providing staff with the necessary training. For example, Osaic Wealth achieved a 74% increase in win rates and a 95% improvement in quota attainment by implementing centralized content management and AI-driven tools.
Make compliance and security a top priority. Navigating SEC regulations is non-negotiable, especially with personal liability at stake. The financial services sector faces an average breach cost of $5.9 million - the highest on record. Firms must regularly update security policies, train employees to recognize AI-enabled cyber threats, and modernize systems to stay ahead of emerging risks.
Use multi-channel strategies and strategic partnerships. Collaborating with partners through co-selling can accelerate deal closures by up to 50% compared to independent efforts. Align goals with partners, create integrated marketing plans, and track performance metrics to tap into the mass-affluent market and diversify wealth management offerings.
Invest in scalable technology infrastructure. By 2026, 90% of finance functions are expected to incorporate at least one AI-enabled solution, with AI-powered robo-advisors projected to manage nearly $6 trillion by 2027. Currently, about half of wealth management firms use cloud technology, and 36% are prioritizing improved digital customer experiences.
As the investment management industry continues to evolve, firms must balance cutting-edge technology with regulatory requirements and client trust. Those that implement these strategies effectively by 2025 are likely to outperform competitors that lag in adoption.
Drawing from core principles and case study examples, this section highlights strategies that drive lasting competitive edge in investment management.
Success in this field depends on a mix of advanced technology, adherence to regulations, and fostering trust with clients. The case studies illustrate that thriving firms don’t just adopt new tools - they rethink how they attract and retain clients at a fundamental level.
Firms with well-executed go-to-market (GTM) strategies have consistently surpassed revenue milestones. Some report achieving goals 60% faster, alongside better data utilization and stronger asset performance. Insights from industry leaders confirm that strategic investments in technology lead to measurable gains in efficiency and portfolio outcomes.
Firms that succeed understand the importance of balancing adaptability with their core values. Aligning product development with GTM strategies early in the process is a critical factor for success.
Jon Dick of HubSpot emphasizes the importance of creating value before seeking returns. Leading firms prioritize market research and customer insights, while also building strong partnerships. They recognize that their client base - ranging from high-net-worth individuals to institutional investors - requires tailored strategies that address unique financial objectives and risk preferences.
By combining precise market insights with advanced automation, firms can continuously refine their GTM strategies. These strategies must evolve to keep pace with shifting market conditions, regulatory changes, and technological advancements. Such an integrated approach not only facilitates market entry but also lays the groundwork for sustained leadership in the investment management sector.
For firms looking to enhance their GTM approach, working with experts like Visora can provide the insights and tools needed to achieve enduring growth.
Investment management firms can tap into the potential of AI and automation to improve how they attract and retain clients. These tools make it possible to streamline operations while offering clients highly tailored experiences. For instance, AI-powered tools can analyze client behavior, anticipate future needs, and customize services, fostering deeper relationships and trust.
Automation also boosts efficiency by simplifying tasks like portfolio management, risk assessment, and reporting. By automating these processes, firms can spend more time engaging with clients and less time dealing with operational hurdles. Together, AI and automation empower firms to make smarter, data-backed decisions and remain competitive in an ever-changing market.
To craft a strong value proposition, begin by gaining a clear understanding of the specific needs, objectives, and pain points of each client segment. Your messaging should focus on the distinct advantages your services offer to meet those needs, ensuring it aligns with their priorities and expectations.
Equally important is studying market trends and customer behavior. This helps you articulate your unique strengths in a way that stands out and connects with your audience. A compelling value proposition bridges what your clients care about most with the solutions you provide, fostering trust and encouraging deeper engagement.
Regulations and compliance are at the heart of shaping go-to-market (GTM) strategies in the investment management industry. These rules influence every aspect of operations - whether it's designing products, crafting marketing materials, managing sales processes, or interacting with customers.
Failing to meet regulatory standards can come with serious repercussions. Companies risk hefty fines, legal troubles, and damage to their reputation. To navigate this landscape successfully, businesses need to weave compliance into their strategic planning. Staying responsive to regulatory changes helps ensure they can implement their GTM strategies effectively, all while preserving trust and credibility in the marketplace.
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