The major changes for the fund marketing sector in 2021 are likely to be four trends that will shape the next twelve months.
Firstly, AuM will increase – as there is so much pent-up demand and capital that hasn’t yet been used. Also, some private equity money will start to flow into funds (and vice versa). Secondly, in-person meetings will resume in Q4 2021. Although the investment world has gone digital, some investors will be missing face-to-face meetings. So, providing vaccination continues as planned and rates come down, this will come back by autumn time (but never to the extent we knew before). Thirdly, despite meetings returning, digital events are here to stay as 2020 has shown the sheer ease of doing online events, so there will be no headlong rush back to in-person events. Although they will take place again at some point, the needle has swung towards digital as this saves both organisers and investors a lot of time and hassle. Lastly, there will be a greater focus on ESG and diversity. Although not everyone takes notice, there is a growing number of investors looking for commitment on these issues, so firms must be – and are – taking it seriously. There are also those that are faking it, but they will get found out.
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