Private equity fund manager websites are burying the information investors need

GPs often employ a disastrous strategy when it comes to planning a new website: first, they visit other private equity fund manager websites, for “inspiration” (to copy them); and, secondly, they  proceed to gather all the content that feels approximately relevant and dump it on a few pages (and particularly on the homepage). The result?…

Three exercises to help make your firm more distinctive

“My firm has a distinctive and recognisable brand and voice.” This is a sentiment shared amongst the majority of fund managers – in fact, we did the research as part of our GP and LP online presence survey, and nearly 3 in 4 said this. Even so, we are still seeing the same fundraising clichés…

Your marketing strategy must align with your investment strategy

And before you jump to conclusions, I am not saying what you think I am saying. We are very fortunate to work with some of the most adept investors on the planet. The strategies they deploy are sophisticated, deeply thought-out, technical, and innovative. Although the manner in which they present themselves is often elementary, unrefined,…

How to convert a complicated investment strategy into an interesting story

It is no fault of anybody’s, however, a lot of the asset managers we work with represent investment strategies that are extremely complex. This translates into a long-winded story that is more often than not hard to sit through. For much of the industry, this is the core reason why so many are unsuccessful in…