EXCERPT FROM ARTICLE, Liquid Alts Outperform, But Managers Hesitate to Market It, by Romil Timbadia
It’s also a dicey proposition at any point to lead first with performance in marketing efforts, says Bruce Frumerman, CEO of Frumerman & Nemeth, a financial communications and sales marketing consulting firm. “A money management firm attracts sticky assets when prospective investors understand and buy into how it runs its portfolio,” he says. “The investment boutique firm that gambles its asset-attracting success solely upon its current performance is taking what will be a losing bet over the long term.”
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