What GenTwo's New AMC Creator Reveals About Asset Management's Evolution

This article is part of The Assetizer, GenTwo's thought leadership platform.

Last week, we at GenTwo launched AMC Creator, a platform that lets asset managers configure structured products on any asset class in days instead of months. In this post I thought I would take you through the product and what I think this launch says about some deeper currents reshaping asset management.

What AMC Creator Is and How It Works

AMC Creator is a digital configurator that guides users through creating Actively Managed Certificates (AMCs) on any underlying asset. The user experience is deceptively simple: four steps from idea to structured product.

First, you select your domicile, which determines the regulatory framework. Then you choose your asset classes from a comprehensive menu that includes traditional assets (equities, bonds, funds), digital assets (crypto, NFTs, DeFi strategies), and alternative assets (art, private equity, real estate, commodities). Throughout the selection process, there are "Other" options that open conversations with execution partners about assets that don't fit standard categories.

The third step is where it gets interesting: the system intelligently matches you with execution partners based on your asset selection. Launch partners include Swissquote, ISP and Sygnum Bank, and we expect more partners to join over the course of the rest of the year.  

Finally, you review your configuration and submit it. The request then gets routed to the partners you’ve chosen. 

The timeline is what makes this notable: bankable assets can go from idea to market in days. Even complex, non-standard assets that would traditionally take months or years can often be structured in far less time than is usually the case.

We believe that it’s this aspect above all – that we are talking about any and all underlyings – that makes this a world first.

Industry Implications

So what about the bigger picture? Here are some things that the AMC Creator represents that correspond with themes we have been talking about in The Assetizer.

• Speed Has Become the New Moat - One striking aspect of the AMC Creator positioning is its obsession with speed. "Speed = AUM" is one of the key messages. Asset managers can "capture AUM while competitors are still stuck in setup." Traditional product development cycles that once took 6-18 months are colliding with market realities that demand immediate responses. Time-to-market is increasingly a competitive advantage.
• The Universal Asset Era - Perhaps more significant is what AMC Creator represents about asset coverage. The platform handles traditional equities and bonds, but also digital assets, art, intellectual property, exotic commodities, and multiple "Other" categories. In essence it's an assetization machine, reflecting the broader expansion of what we consider investible.  
• Empty Shelf Syndrome - The AMC Creator also addresses what we call "empty shelf syndrome"—the fear asset managers have of lacking distinctive products. This captures the commoditization pressure facing the industry. When everyone offers similar products, differentiation becomes nearly impossible. The response has been a race to develop signature products, but traditional development processes make this expensive and time-consuming.
• The Standardization Effect - All of this points to a familiar pattern: the standardization of complex processes. As we’ve said on many, many occasions, Just as shipping containers standardized global trade by making it possible to transport virtually anything efficiently, we're seeing the emergence of standardized financial product creation tools. The ultimate goal of this standardization is to make sophisticated product creation as routine as booking a flight, broadening access and accelerating innovation.

What This Means Going Forward

The AMC Creator launch is significant not because it's revolutionary, but because it's evolutionary—a natural progression in the democratization of financial services.

We've seen this progression before: first, democratization of access to financial services (online brokers, robo-advisors). Then, democratization of information (financial data, research tools). Now, democratization of product creation (product building platforms). 

For asset managers, this creates both opportunity and pressure. The opportunity is obvious: faster product development, access to new asset classes, ability to serve niche markets profitably.

The pressure is subtler but more significant: when everyone can create products easily, the competitive advantage shifts from infrastructure to insight. Having a platform won't differentiate you. Having ideas worth packaging will.

The winners will be those who combine speed of execution with depth of insight. The losers will be those who mistake access to tools for competitive advantage. 

Tom Lyons, Head of Communications, GenTwo
 

More:

• Check out the AMC Creator here: AMC Creator
• Read the press release: GenTwo Launches World's First Universal AMC Creator