The Month in Digital Marketing for Finance – September 2025
The ProFundCom team has curated the best events, opinions, insights and resources relating to digital marketing from the previous month and looking forward to the month ahead. The team not only look to bring you the best articles for investment managers and hedge funds but also articles, in general, that marketers find useful.
Post of the Month
Bruce Frumerman – Using Your Fund’s Risk Management Communications To Win Asset Allocations
When institutional investors decide to dedicate due diligence time and effort looking into a portfolio manager’s strategy, significant emphasis is placed on understanding and buying into the risk management protocols within the investment process.
Communicating these protocols effectively, not just verbally in meetings but also in print, can make the difference between securing an allocation and losing out.
Sophisticated investors know that defining and managing risk is a portfolio strategy specific and portfolio manager specific thing. For example, some generally recognized risk factors are considered more important to some managers and less so to others. As a result, portfolio managers can be found to have different risk management related investment process steps; first for analyzing and selecting prospective investments, and then for monitoring and managing their portfolio holdings.
So, due diligence conducting investors are going to be looking to compare and contrast the risk management beliefs and actions by those portfolio managers whose performance they found acceptable enough to warrant further vetting.
Marketing Week – B2B marketers on learning to say no in a ‘more with less’ world
Amid increased pressure to show results, doing more with less has become something of a mantra for B2B marketers who are grappling with ever smaller budgets and teams.
Marketing Week’s 2025 State of B2B Marketing research sheds light on the extent of the issue, with some 53% of B2B marketers asked to deliver more with fewer resources over the past 12 months. According to the 450 survey respondents, the majority of budgets have either decreased (34%) or remained the same (41%), while a similar pattern follows when it comes to marketing headcount. Just 25% of teams have grown.
Most recently serving as CMO of global payroll and payments firm Activpayroll, Graham Wylie has had experience doing more with less over his 30-year career. He believes the challenge has intensified across even the most lean and efficient B2B marketing teams in recent years.
Alpha Agency – How to build an intentional visual brand
Can you truly say that your visual brand is intentional?
For many asset and wealth managers, a visual brand (either at the company, capability or product level) may initially develop organically. Perhaps branding exercises happened early on, and now there’s a legacy around how the logo, website and other elements look. Whether due to emotional sentimentalism, internal inertia, or other factors, it can feel difficult to change.
Yet, there comes a point where every firm should refresh their brand, and when they do so, it’s vital to be both intentional and authentic in the process. How? I see four steps as crucial to the process
ProFundCom – Unlocking Hidden Digital Alpha: Secrets Top Fund Marketers Use
Become the Director of Great Buyer Journeys. Investors will probably never meet your fund’s marketers, investor relations teams, or other stakeholders in person. It would be lovely to chat about their individual financial needs on that level to tailor a portfolio that suits them. Unfortunately, the days of networking in hotel lobbies have almost wholly given way to digital exploration.
By the time a fund marketer first interacts with a prospect, they’ve likely already scoped out the product range, signed up for webinars, read through a blog or two or interacted with a LinkedIn post. These ‘invisible’ investors are not faceless apparitions. They’re real people determining whether your brand will be a perfect fit for their investment lifestyle using thorough due diligence.
If you’re waiting for all that to happen before sending them a pitch deck, you’re too late. This is why financial marketers must use all their domain expertise, resources, automation platforms and psychology smarts to build an ‘Investor Journey’ that presents the fund’s thought leadership in the best light, no matter if they’re new to your brand or a seasoned investor.
Whether a marketing team is a one-person show, made up of multiple creative and data technicians at a boutique or a large fund house with budgets to experiment with, these distilled techniques are essential to creating, distributing and analysing campaigns that engage investors and boost ROI.
Ready to become brilliant craftspeople for your fund? Step this way, and we hope you’ll find these tips useful for all future go-to market (GTM) planning.
The ProFundCom Digital Marketing Benchmark provides real-time access to all of ProFundCom’s digital marketing data from over the last 20 years, giving users the ability to compare how their marketing campaigns are performing versus sector peers. Further details of how other organisations are carrying out similar processes and the associated results are also available. The anonymised data is over 10 terabytes in size (which interestingly is the amount of data produced by the Hubble Space Telescope per year!) and will be split into different industry sectors as well as AuM. Access ProFundCom Benchmarking here
As a fund marketer, testing your email marketing campaigns on different devices and email clients is one of the most important tasks. Couple that with compliance, avoiding the JUNK folder, and avoiding getting added to blacklists. What most fund marketers have found is that generic mailing platforms just don’t have that ability. Whilst ProFundCom has this built into our platform, we have made this available as a free service if you are a financial marketer. If you provide us with the HTML in the form below we will run the following tests on the email
Instant Previews – Instantly see how your email will appear on over 70 different email clients Instant Blacklist Report – See whether your sending address is blacklisted on popular domain blacklists Instant SPAM Check – Rate how likely your email will end up in Junk folders Instant Compliance – Compare your email’s content against compliance heuristics
