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About This Series
Opportunity Made Possible is a four-part series exploring how intelligence-led distribution helps asset managers unlock measurable ROI across all parts of the organisation involved in fund distribution — from front-line sales and marketing to operations and strategic leadership.
Building on Fundpath’s earlier work — Bridging the Gap and Insight is Beautiful — this series explores how forward-looking intelligence helps distribution teams identify opportunities, align resources, and demonstrate impact.
In Part I, we looked at how distribution leaders can regain market-wide visibility and align resources with opportunity. This week, the focus shifts to the front line. Sales teams juggle preparation, meetings, and follow-ups — leaving little room for prospecting. Intelligence helps asset managers make every interaction count: identifying the right wealth managers, understanding their buying processes, and tailoring outreach with precision.
Prospecting in the Intelligence Age
The relationship between asset managers and wealth managers has always depended on trust and relevance. But the fund distribution landscape is shifting. Information alone is no longer enough — lists of firms, static CRM entries, or pipeline summaries don’t capture the live reality of wealth manager appetite.
As we move from the Information Age to the Intelligence Age, asset managers are re-thinking how they approach prospecting. The goal is no longer to speak to more firms, but to focus on the right wealth managers, with the right message, at the right time. Intelligence is what makes that possible.
Time, Focus, and Fit
Front-line distribution teams work under constant time pressure. Every day is a mix of preparation, meetings, travel, and follow-ups. Prospecting has to compete with all of this — and when time is short, outreach often falls back on what’s familiar.
Intelligence changes that dynamic. With Fundpath’s live view of appetite across more than 1,100 UK wealth managers, sales teams can focus on the firms that match their coverage profiles by strategy, fund structure, and firm type. They can also see who is actively requesting certain exposures right now. That allows prospecting to shift from broad activity to focused engagement — turning short windows in the day into meaningful progress.
Knowing Who and How to Approach
Relevance depends on more than knowing which firms are active. It also comes from knowing who to contact and how each firm makes decisions.
Intelligence highlights the Key Persons and Gatekeepers at wealth management firms, so outreach goes straight to the people who influence fund selection. Equally, understanding a firm’s fund-buying process means sales teams know when to introduce a strategy, which committees are involved, and how to avoid skipped steps. Add in knowledge of a firm’s preferred fund structures and company focus, and outreach becomes sharper still.
This makes conversations more natural. A sales director can open with something like:
We’ve noticed more firms like yours looking at Multi-Asset Income this quarter. Given your preference for open-ended fund structures and the fact decisions go through your central investment committee, I thought it might be useful to show how our approach could complement your current allocations.”
That kind of specificity shows awareness of the firm’s process and priorities — and signals value from the very first interaction.
Built for How Sales Teams Really Work
Intelligence is most valuable when it fits the rhythm of the job. For sales teams on the move, Fundpath’s forward-looking intelligence makes it possible to scan for appetite signals on a train, check Key Persons before a meeting, or review white-space coverage at month-end. It ensures that prospecting isn’t an afterthought, but a constant, light-touch part of the workflow. Wealth managers feel the difference:
Fundpath’s ability to quickly and effectively connect the dots with regard to what we need on the fund buyer side with fund sellers by extracting detailed and relevant information is exceptional, and frankly, unparalleled in the industry. This all means that we, as buyers, feel there is a genuine need to engage with Fundpath and only acts to encourage us to recommend its use with other market participants. Go Fundpath!”
— Joshua Biele, Partner, Investment Analyst, Saltus
Conclusion: Prospecting with Precision
The challenge for asset managers isn’t effort — it’s focus. Wealth managers are constantly recalibrating their allocations, and the ability to see those shifts early makes the difference between missed opportunities and successful engagement.
By surfacing live appetite signals, showing who the real decision-makers are, and clarifying how firms make fund choices, intelligence turns prospecting into performance. The result is stronger meetings, healthier pipelines, and conversations that move forward — proof that in the Intelligence Age, precision is the real competitive edge.
In Part III, we’ll turn to Marketing — exploring how intelligence helps asset managers cut through the noise with campaigns that resonate, align with sales, and demonstrate clear ROI.
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