Fund management communications are all about selling. And this encompasses more than just the active sale of fund products – it also extends to the passive side, where quality of communication to existing clients can make a real difference to retention rates. Fund performance summaries or reviews can be challenging, especially if a fund has performed negatively either in absolute or relative terms.
But these communications can still be crafted in a way that is engaging, invigorating, and honest. Sometimes the message has to be not only convincing but as simple as possible, particular when it comes to retail or non-professional investors (the mutual fund industry in American parlance). Translation of such material remains very much a specialist skill.