With alternative asset classes outpacing traditional vehicles in popularity among investors, it’s no surprise that asset managers are increasingly directing their energies at alternatives. Indeed, nearly half of asset managers now expect to hire additional marketing personnel to support alternatives, according to new research.
Cerulli Associates discloses this finding in the November 2013 edition of “The Cerulli Edge: U.S. Asset Management.” The report examines trends among product management teams, alternative investments and third-party intermediaries.
The report indicates that 47 percent of asset managers intend to dedicate more personnel to marketing alternatives within the next year. Smaller but still substantial percentages plan to hire staffers for these areas:
- Alternative investment sales (41 percent);
- Alternative analysts, investment management (41 percent);
- Alternative product management (24 percent);
- Alternative portfolio specialists (24 percent);
- Head of alternatives, product management and development (12 percent).
“During the past year, firms have hired more dedicated sales professionals than any other alternatives-related position,” the report states. “According to Cerulli data, the number of sales staff dedicated to alternative products increased 54 percent from 2012 to 2013 among managers that distributed alternatives to both retail and institutional clients.”