What Is the Marketing Sentiment for Asset Managers, Wealth Managers and Hedge Funds in July 2020?
The aim of this service is to help our clients and fellow marketers in finance use the latest AI and Machine Learning tools to fine-tune their messaging.
Sentiment analysis is the automated process that uses AI to identify positive, negative, and neutral opinions within an incredibly broad set of data. Market sentiment refers to the overall attitude of investors toward a particular security or financial market. It is the feeling or tone of a market, or its crowd psychology, as revealed through the activity and price movement of the securities traded in that market. In broad terms, rising prices indicate bullish market sentiment, while falling prices mean bearish market sentiment. Whilst this has been the preserve of traders in the past, ProFundCom has now made this accessible to marketing professionals.
The chart below shows the sentiment across the main financial sectors in July 2020.
The biggest winner was Wealth Management that moved into positive sentiment territory from being negative in the previous month. This has been down to the fact that wealth managers appear to be the first sector to have successfully pivoted with their digital transformation as well as having taken all their COVID hits in the previous months.
The biggest losers were Investment Management and Asset Management. With last month’s minimal fund launches and asset managers taking COVID-19 hits alongside the re-introduction of lockdowns, sentiment has taken a massive hit this month. Compounded by the resurgence of the virus, first-wave infections escalating and the trade-war, this section has recorded the highest negative sentiment since this service started.
Sentiment continues to be suppressed by the lack of COVID-19 vaccine progress as cases increase in emerging markets.
Hedge Funds continue to buck the trend of investment management and asset management with them remaining in neutral sentiment territory for the second month – unsurprising given the differences in investment philosophy.
