Nine concrete moves across four phases — a flexible template for the journey from shelf-taker to product-maker, tactical action paired with cultural shift.
GenTwo Research
Ch. 08 — Playbook
Shelf-bound
Self-owned
1
Assess & prioritize
Move 01
Shelf vs. Self audit
Quantify embedded external fees and brand dilution; find the gaps worth owning.
Move 02
Find your sweet spots
Pick 1–3 areas where your edge meets client demand. Decide what to be known for.
2
Build momentum
Move 03
Quick wins via partners
Issue a pilot certificate via an SPV. Partner rather than build; market early wins.
Move 04
Innovation framework
Stand up a product committee with a stage-gate process and a sunset policy.
3
Integrate & communicate
Move 05
Rebalance gradually
Core-satellite: keep cheap core funds, add proprietary strategies as satellites.
Move 06
Transparency & trust
Show fees are fair, demonstrate skin in the game, bring clients along.
4
Shift culture & identity
Move 07
Assetization culture
Reward product ideas; track proprietary AUM as a first-class metric.
Move 08
Revisit pricing
Tie premium, bespoke pricing to delivered value — the custom-tailored suit.
Move 09
Benchmark & reframe
Iterate continuously; rebrand as an investment solutions provider.