In a landscape where investment expertise is no longer enough, today’s investment managers must also master the art of digital positioning. Whether you’re focused on institutional mandates, model portfolio distribution, or discretionary services, your ability to stand out online has a direct impact on your ability to grow Assets Under Management (AUM), attract adviser flows, and build long-term trust.
In this article, we explore the key marketing strategies successful investment managers use in 2025 to differentiate themselves, earn credibility, and drive measurable growth.
The New Marketing Mandate for Investment Managers
As the investment space becomes increasingly competitive, the firms that win aren’t always the ones with the best performance figures — they’re the ones that communicate their value most effectively.
Institutional and adviser audiences expect more than just a factsheet. They expect a brand that inspires confidence, content that provides insight, and a digital experience that reflects the quality of your investment proposition.
For discretionary fund managers (DFMs) and investment managers alike, digital marketing is no longer a “nice-to-have.” It’s an essential growth lever.
To stay competitive, investment managers must think strategically about their positioning, messaging, and digital footprint.
1. Build a Brand That Reflects Your Proposition
Your brand is no longer a logo and a colour palette; it’s how you signal trust, expertise, and relevance in a fast-moving market.
For investment managers, this means:
- A visual identity that feels modern, institutional-grade, and aligned with your audience
- Messaging that communicates your investment philosophy, process and outcomes clearly
- Website content that is confident, technically sound, but also accessible to non-specialist stakeholders
Firms with generic or outdated branding often lose credibility before they’ve had the chance to make their pitch.
A strong brand should also reflect your distribution focus. Are you geared toward financial advisers? Institutional investors? Platforms? Tailoring your language and tone to the right channel is a key part of your strategic marketing stack.
2. Design a Website That Builds Confidence and Converts
Your website is often the first real test of trust for allocators, advisers, and consultants.
In 2025, a high-performing investment management website must:
- Communicate your investment approach with clarity and confidence
- Showcase relevant strategies, vehicles, and performance where appropriate
- Support institutional due diligence with downloadable resources, bios and process documentation
- Include clear calls-to-action to encourage contact, follow-up or platform discovery
You should also consider:
- Private portals or adviser hubs with strategy insights or fact sheet libraries
- Team pages that reflect real-world experience and professionalism
- News & insights sections that demonstrate ongoing activity and relevance
Responsive design, fast load times and a clear user journey are essential. A website that doesn’t reflect your level of professionalism will quietly lose you opportunities.
3. Use Content to Build Authority with Allocators and Advisers
Insight-led content is one of the most effective ways to demonstrate expertise and build long-term trust.
Leading investment managers are leveraging:
- Investment commentaries and market outlooks tailored for intermediaries and consultants
- Whitepapers on topics such as ESG integration, thematic investing, or portfolio construction
- Video explainers breaking down strategies, processes or fund philosophy
- Adviser-focused FAQs or CPD content to aid in fund selection and client-facing conversations
This content not only builds credibility but also supports SEO and enables advisers to understand (and promote) your offering more easily.
Done well, it becomes a resource library, providing visibility across multiple touchpoints in the decision-making journey.
4. Optimise for SEO Around Key Allocator and Adviser Searches
Search Engine Optimisation (SEO) isn’t just for B2C firms. Increasingly, institutional buyers and wealth platforms are using search to research strategies and providers.
SEO for investment managers should include:
- Keyword targeting for phrases like “thematic investment manager UK”, “multi-asset ESG strategy”, or “model portfolio provider for IFAs”
- On-page optimisation of key landing pages and fund descriptions
- Content-led SEO through blogs, FAQs and educational pieces
- Local SEO if you work with regional advisers or discretionary firms
Bonus tip: consider optimising for intent-based searches such as “best performing global equity fund 2025” or “active vs passive model portfolios” to appear in decision-stage research.
The goal is to meet your audience where they already are, and answer the questions they’re already asking.
5. Strengthen LinkedIn Presence and Personal Profiles
LinkedIn remains a powerful channel for investment professionals seeking to establish credibility, maintain visibility, and share insights with intermediaries and allocators.
Key tactics include:
- Regular thought leadership from key personnel (e.g. CIO, Portfolio Managers, Distribution Heads)
- Sharing investment commentary and relevant updates with professional audiences
- Building a well-branded company page that aligns with your website and broader proposition
Personal and brand visibility on LinkedIn plays a crucial role in nurturing early interest, supporting sales activities, and reinforcing credibility after the pitch.
Encourage your team to engage actively with relevant connections, especially advisers and researchers. When done right, LinkedIn becomes a digital reputation builder that supports offline conversations.
6. Use Email to Engage and Nurture Stakeholders
Email remains an effective tool to maintain mindshare with prospects, advisers, and professional audiences.
For investment managers, this could include:
- Monthly market updates or fund commentaries
- Strategy-specific newsletters for segmented audiences
- Invitations to webinars or events
- Adviser-specific updates or CPD reminders
The focus should be on consistency, value, and compliance, with clear opt-in and unsubscribe options to stay aligned with FCA/SEC guidance.
Tip: Use email automation to personalise content based on the recipient’s interests or past interactions (e.g. previously downloaded a factsheet on your sustainable strategy).
7. Don’t Overlook Paid Search or Sponsored Thought Leadership
While many investment managers hesitate with paid media, targeted campaigns can drive high-quality engagement, particularly for:
- Fund launches or new model portfolios
- Thought leadership amplification (e.g. paid LinkedIn to HNW or adviser audiences)
- Lead capture via gated insights
Platforms like Citywire, Financial Times, and Portfolio Adviser offer native and sponsored content placements that can boost brand awareness and reinforce credibility with a hard-to-reach audience.
Paired with a compelling landing page and follow-up strategy, paid promotion can be a powerful complement to organic marketing.
Final Thoughts
In 2025, investment managers can no longer rely on performance alone to drive growth. Allocators, advisers and consultants are influenced by how your brand shows up online, how clearly you communicate your value, and how confidently your marketing reflects the quality of your offer.
The firms that win mandates will be the ones who look the part, act the part, and back it up with real results.
Looking to sharpen your digital positioning and drive AUM growth?
At GrowthProvision, we specialise in helping investment managers build high-performing brands, websites and marketing strategies tailored to the finance and investment space.
