MFA Blog

Hedge Funds Look to Branding to Differentiate Themselves

Posted on December 11, 2013

With the Jumpstart Our Business Startups (JOBS) Act being implemented by regulators, many hedge funds are looking to create a brand identity.  Their goal is to increase transparency and open up to investors about their firm and investment strategies.

A recent report from Pensions & Investments detailed how some hedge fund managers are working to create brand identities for their firms “aimed at clients, prospects, and to some extent, the general public.”  And, as more institutional investors look to hedge funds, the “logical progression of institutionalization” is firm and product marketing, said Glenn M. Buggy, a partner at CTPartners LLC, told Pensions & Investments.  As investors expect consistency, professionalism, and a value in relationships, many funds aim to burnish their brand to meet these demands.

Most of the branding has been undertaken by large hedge funds, those with $10 billion or more in assets under management.  Yet some other, smaller firms are looking at branding to better describe their firm to investors.  One investor commented on the importance of the firm’s website.  “The web is our new front door,” he said.

Another small firm recently rebranded, changing its name to help convey the company’s culture and its investment approach.  The firm also hired a veteran surfer to be a brand representative while featuring him in a video.

Learn more about how firms are using branding to set themselves apart in the full Pensions & Investments article.