Infographic 03 · The Awakening

From allocator to creator

The awakening moment is when the firm’s question changes — and with it, the whole economic and brand relationship to the client.

GenTwo Research
Ch. 02 — Awakening
Yesterday’s question
“Which funds can we select for clients?”
The new question
“What can we create for clients?”
The shelf model
Manager as allocator
Role
Conduit for others’ products
Fee capture
Advisory fee only — manufacturing margin given away
Brand
Invisible behind external fund names
Agility
Waits for someone else to launch the product
Assetization
Manager as creator
Role
Originator of investible products
Fee capture
Internalizes the manufacturing fee
Brand
Carries the firm’s own name and logo
Agility
Builds bespoke products in weeks, not years
60%
of managers rank custom models a top-three priority
80%
say mass customization is essential in coming years
+84%
growth in SMAs since 2010