Choosing a PR and marketing partner is a big decision for any asset management firm. But before comparing agency sizes or client lists, it's worth asking a more important question: Does this team truly understand the asset management industry?
Many firms assume a larger agency will deliver better results simply because it has more people or a bigger name. In reality, that's not always the case. Experience, specialization, and the people you'll actually work with often matter much more.
For asset management firms looking to grow assets under management (AUM), the goal isn't just publicity but building credibility with their target audience and creating consistent visibility over time.
Should asset managers choose a boutique or large PR agency?
There’s no one-size-fits-all answer.
Large agencies may have dedicated financial services teams but may serve clients across multiple industries. The people writing about your ETF today could be writing about healthcare tomorrow.
Boutique agencies that are focused exclusively on financial services often bring a different level of specialization. Their media relationships, in-depth understanding of industry regulations, and experience communicating with advisors and institutional investors are built around one market: yours.
Who actually will work on my account?
This question is often overlooked, but it should be a top priority when interviewing firms.
In larger firms, it's common for senior executives to lead the pitch process, only for the day-to-day work to be handed off to a junior account executive once the contract is signed.
Before deciding, ask to meet the people who will be managing your account. Those relationships matter. The more your agency partner understands your products, positioning, and business goals, the stronger the work is likely to be.
Should a PR agency act as an extension of my internal team?
The partner you choose should know your business well enough to collaborate with leadership, marketing, compliance, and sales, rather than operating in a silo. When all parties are aligned, messaging will be more consistent, and projects will move more efficiently.
For firms with lean marketing departments, the right agency can also add bandwidth without the cost of hiring additional employees.
Is hiring a PR agency worth the cost?
For many asset management firms, it can be. The value of a PR and marketing partner isn't measured by the number of press releases or social media posts they produce, but by whether they help strengthen your brand, increase visibility with your target audience, and support your broader business goals.
Every marketing budget has limits, so getting the most from those dollars matters. A good agency partner will help you make smarter use of your marketing budget by focusing on the activities most likely to have an impact. Depending on your objectives, that might include:
- Earned media placements
- Thought leadership development
- Website content and search optimization
- Answer Engine Optimization (AEO)
- Advisor-facing marketing materials
- Product launch support
- Strategic digital campaigns
Boutique agencies may also operate with lower overhead than larger firms, allowing more of your investment to go toward execution rather than multiple layers of account management.
Ultimately, the return on your investment depends on choosing a partner with the right expertise, a clear understanding of your business, and a strategy aligned with your goals.
What questions should I ask before hiring a PR and marketing firm?
Beyond reviewing capabilities and case studies, spend time understanding how the agency works.
Some good questions include:
- Have you worked with mutual funds, ETFs, SMAs, or alternative investment strategies?
- Who will manage our account day to day?
- What relationships do you have with financial media?
- How do you define and measure success?
- How do you handle compliance reviews during content development?
- How do you support both brand awareness and business growth?
- Can you provide case studies?
Their answers will tell you a lot about whether they're the right fit.
Does industry specialization really matter?
Yes. Asset management has its own language, regulations, distribution channels, and audiences. Advisors, consultants, institutional investors, and financial journalists can usually tell when content was created by someone who understands the industry, or by someone who doesn’t. It’s impossible to “fake it until you make it” in the world of asset management.
Working with a partner that already speaks that language can eliminate the learning curve and produce stronger communications from the start.
The right partner is about fit, not size
There isn't a single formula for choosing a PR and marketing agency. A larger firm might be the right fit for organizations seeking a full-service global agency with capabilities across multiple industries and regions. Firms that want a partner with deep experience in mutual funds, ETFs, and investment management may prefer a specialized agency focused exclusively on financial services.
What's most important is finding a partner that understands your business, your audience, and your goals. Industry expertise, senior-level involvement, responsiveness, and collaborative working relationships often have a greater impact on success than the size of the agency itself.
At the end of the day, the best partnership is the one that helps you communicate effectively and reach the audiences that matter most.
FREQUENTLY ASKED QUESTIONS
What does a PR and marketing firm do for an investment management firm?
PR and marketing firms help asset managers build brand awareness, communicate investment strategies, secure earned media coverage, create thought leadership content, and support outreach to advisors, institutional investors, and other target audiences.
How do I choose the right PR firm for my mutual fund or ETF?
Look for firms with experience marketing investment products similar to yours, established financial media relationships, senior-level involvement, and a solid understanding of compliance requirements. It's also worth asking how they define success and report results.
Is a boutique agency better than a large marketing firm?
A boutique agency isn't automatically better than a larger one, and a larger agency isn't automatically better than a boutique firm. The right choice depends on how well the agency understands the asset management industry, the people you'll be working with, and whether its approach aligns with your goals.
Can a PR and marketing firm help grow assets under management (AUM)?
No PR firm can guarantee asset growth, but it can help increase visibility, strengthen credibility, support distribution efforts, and position your firm as a trusted voice in the marketplace.
Why is financial services experience important?
Financial services is a specialized industry with unique regulations, audiences, and terminology. Agencies with relevant experience often require less onboarding and are better equipped to create content that resonates with advisors, institutional investors, and financial media.
When should an asset manager hire an outside marketing agency?
Many firms seek outside support when launching a fund, entering a new market, increasing thought leadership efforts, or when internal marketing resources are stretched. An outside partner can provide expertise and additional capacity without adding permanent headcount.
Can a boutique agency support ETF launches and mutual fund marketing?
Yes. Many boutique financial services agencies assist with fund launches, branding, public relations, website development, content creation, media outreach, advisor communications, and ongoing marketing initiatives tailored to the investment management industry.