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Welcome to Fundfinity, the expert Third Party Marketing Agency. We provide international asset management companies access to European fund markets.

HAT ARE THE BENEFITS OF WORKING WITH FUNDFINITY?

FundFinity offers extensive regional market knowledge, which we leverage to help asset managers enter new markets cost-effectively without investing in building a local sales team. Our team has in-depth knowledge of the regulatory environment, investor preferences, and distribution channels in various regions. By representing multiple asset managers, we can realise significant economies of scale and synergies that simplify and accelerate entry and expansion into new markets.

HOW TO START A RELATIONSHIP WITH YOUR COMPANY?

A partnership with FundFinity typically begins with a no-obligation initial meeting to discuss the asset manager’s needs and expectations. This initial contact is followed by an extensive due diligence phase in which we assess the compatibility and potential for a successful partnership. The critical details of the partnership are then worked out, including the markets to be addressed, the funds to be distributed and the planned sales activities.

HOW DOES THE COOPERATION WITH FUNDFINITY WORK?

The collaboration begins with a thorough onboarding process, which includes an introduction to our processes, a review of the asset manager’s current distribution strategy, and a discussion of their specific objectives and requirements. Together, we develop a customised sales strategy. FundFinity assumes the role of an active sales partner by directly approaching potential investors and creating and presenting marketing materials and sales propositions.

WHAT FEES ARE CHARGED FOR YOUR SERVICES?

Our fee structure is designed with your needs and resources in mind. It is flexible, consisting of a fixed retainer that covers ongoing operational costs, and a performance-based component that is directly linked to the success of our sales efforts as measured by the assets under management acquired.

HOW DOES FUNDFINITY SELECT ASSET MANAGERS AND FUNDS?
 

At FundFinity, we take great care in selecting our asset managers and funds. Our rigorous review process considers several key factors, including the manager’s reputation and historical performance, the robustness and transparency of the investment process, the uniqueness of the offering (USP), the current and projected demand for the respective investment class, and the market opportunity. We also assess the marketing support and fee structure of the funds, ensuring that only the best are chosen.

WHICH ASSET MANAGERS AND ASSET CLASSES DOES FUNDFINITY DISTRIBUTE?

 We specialise in the distribution of both liquid and illiquid investment products. In the liquid area, we cover products such as equities, bonds, and multi-asset strategies. In the alternative investments area, we focus on private equity, property investments, and hedge funds. This diversity enables us to serve a wide range of investor needs.

WHAT ARE THE SUCCESS CRITERIA FOR THE COOPERATION BETWEEN AN ASSET MANAGER AND FUNDFINITY?

 

The success of our partnerships is based on close and transparent cooperation with the asset manager. Both parties must be willing to invest time and resources in joint sales efforts. This includes regular presentations, meetings, business trips, and participation in requests for proposals (RfPs). Equally important is ongoing marketing support to maximise the visibility and attractiveness of the funds on offer. The key success criteria are the growth of assets under management and the achievement of the asset manager’s distribution goals.

WHAT IS A THIRD PARTY MARKETING COMPANY?
 

A Third Party Marketing (TPM) company acts as an external distribution partner for asset managers by marketing their fund products and services to professional and institutional investors. This enables asset managers to expand their reach and presence in target markets without the direct cost and risk of setting up their distribution structures. As a TPM, FundFinity leverages its expertise and network to help asset managers increase their distribution capabilities and reach a wider investor base.

HOW DO THIRD PARTY MARKETING AND PLACEMENT AGENT MODELS DIFFER FROM EACH OTHER?
 

Although both models aim to help asset managers raise capital, TPMs focus primarily on the distribution of investment products, while placement agents are often involved in raising capital for specific projects or companies. Placement agents usually work on a project basis and are more involved in the structural set-up and initial stages of capital acquisition. The choice between the two models depends on the asset manager’s specific needs and objectives.

WHAT IS FUNDFINITY’S BUSINESS MODEL?
 

Our business model is based on a combination of fixed and performance-based fees. The retainer covers our basic costs and enables us to provide a high-quality, continuous service. The performance-based component is directly linked to the success of our sales efforts and is measured by the amount of assets under management we acquire. This model aligns our interests with those of our clients, as we only succeed when our clients succeed.

WHICH INVESTORS DOES FUNDFINITY ADDRESS?
 

Our focus is on working with professional and institutional investors. Our extensive database comprises more than 18,000 investor contacts, mainly in the DACH (Germany, Austria, Switzerland), UK, Netherlands, Luxembourg and Scandinavia regions. Investor segments include independent financial advisors (IFAs), asset managers, banks, family offices, insurance companies, pension funds, foundations and funds of funds.

WHAT SERVICES DOES YOUR COMPANY PROVIDE?
 

FundFinity offers a wide range of services aimed at maximising the sales success of our clients. These include in-depth market analyses, strategic advice, the development of sales strategies, direct investor outreach and ongoing sales through personal contacts, telephone calls and digital communication. We also offer roadshows, webinars, marketing materials and PR services to maximise the reach and impact of our sales activities. Our services are designed to provide comprehensive support throughout the entire distribution process.

WHAT SETS FUNDFINITY APART FROM OTHER TPMS?
 

Our unique selling proposition is underscored by the wealth of experience our team brings to the table. With many years of expertise in sales and marketing for international asset managers, we are well-equipped to navigate the complexities of regional fund markets. This allows us to offer a comprehensive portfolio of relevant services specifically tailored to the needs of modern asset managers.

WHAT TYPE OF REGULATION IS FUNDFINITY SUBJECT TO?
 

FundFinity is part of VaR Value Research & Media GmbH and is therefore subject to German and European law without being subject to specific financial regulation. As a TPM, we focus exclusively on distribution and do not act as a financial advisor, asset manager or broker.

DOES FUNDFINITY ADVISE INVESTORS ON INVESTMENTS?
 

No, we do not provide investment advice or investment recommendations. Our role is limited to the distribution of investment products to professional investors, focussing on helping our clients to market and distribute their products effectively.

WHO ARE THE SHAREHOLDERS OF FUNDFINITY?
 

Fundfinity is a brand of VaR Value Research & Media GmbH, an owner-managed company based in Frankfurt am Main, Germany. This structure enables us to react flexibly and independently to the needs of our clients and changes in the market.