As the world of retail investment shifts and changes, asset management sales teams are finding things more complex than ever. Getting mutual funds, ETFs, SMAs, and private market products onto wealth management platforms isn’t just about solid performance or relationships anymore. Now, it’s all about figuring out the maze of platform rules, preferences, economics, and advisor behaviors.
Advisors aren’t just sticking to mutual funds or ETFs. They’re spreading assets across more types as they learn more about what’s out there. Many mix things up—using SMAs for wealthy clients, tapping into model portfolios for efficiency, or diving into private markets for a bit of diversification. This makes it tough for distribution teams to nail down which products are going to hit it big.
In today’s fragmented and cutthroat market, having the right data is crucial. It doesn’t just let distribution teams see what advisors are looking for and using; it also helps ensure that firms grow in a way that aligns with their strengths, brand, and long-term goals.
Getting a product on a platform used to be a big deal, and it still is to some extent. But, just getting on there doesn’t mean advisors will use it. Gatekeepers and algorithms filter through listings, and home offices are tougher on things like fees, liquidity, fit, and suitability. This has pushed asset managers to look into more wrappers—like ETFs, SMAs, and custom portfolios—to keep their options and distribution wide open.
In the race to be everywhere, some firms risk losing sight of their core strategy. For instance, a firm known for mutual funds might jump into ETFs without having the right expertise or resources. Similarly, a boutique manager could enter the SMA space, only to find that low-fee, high-touch offerings hurt their margins without scale.
This shows why it’s so important to match wrapper strategies with brand identity and revenue goals.
With all this complexity, data acts like a guiding star—not just for sales activities, but for overall distribution strategy. By tapping into internal and third-party data—like advisor CRM activities, product sales by wrapper, and platform flows—teams get a clearer picture of how and where their strategies are resonating. For example, sales data might show an ETF strategy is popular with certain advisors but not working well elsewhere. Or platform reports might reveal strong SMA usage in a category where a firm’s offering is lagging.
These insights help firms make smarter decisions about which platforms to focus on and which wrappers to support. Data also helps test if product expansions are worthwhile, rather than blindly chasing trends. Firms can evaluate if new wrappers align with their advisor base, operations, and brand.
Despite the right access and wrappers, advisors might still be hesitant because they don’t know much about newer vehicles. SMAs, model portfolios, and alternatives need different workflows, billing, and portfolio setups. Advisors used to mutual funds might shy away from SMAs due to unfamiliarity or misconceptions.
Here, data proves valuable again. By looking at engagement analytics and CRM trends, firms can spot curious advisors who need help. If an advisor has attended SMA webinars or downloaded materials but hasn’t traded, they might need targeted education. Sales and marketing can collaborate to offer tailored support and boost confidence in using new tools.
Ultimately, facing the pressure of complex distributions and an overload of products, asset managers might feel the urge to spread wide—offering everything everywhere. But true success demands strategic alignment. Data lets firms find real opportunities and ensures wrapper choices match actual advisor behavior, strengthening market position. It helps balance short-term platform success with long-term brand and economic health.
The winners won’t just be those everywhere, but those in the perfect spot. To dive deeper into understanding the intermediary landscape, check out our Distribution Solutions business.
