Fund companies are constantly looking for new ways to stand out and attract the attention of advisors. 

If you’re using any of the following practices, it’s time to rethink your strategy - you may repel them rather than attract them!

  1. Fail to respond

If an advisor reaches out to you – answer that call or email!

Think about how many calls and emails an advisor might receive. Does your fund company send out weekly marketing emails? Monthly? How often is your firm calling on a particular advisor?

Multiply your efforts by the number of potential fund companies doing the same thing. Advisors are bombarded by a sea of information!

If an advisor reaches out to you, or replies to your email or call, make sure you have a process in place to respond. If you personally cannot respond, be sure to have a knowledgeable second-in-command who can step in. Which leads us to #2……

  1. Lack of knowledge

Who is answering calls and email inquiries for your firm? If an advisor picks up the phone to call, there should be someone well versed in your products and services on the other end.

Make sure whoever is fielding those requests can answer knowledgeably and has access to any materials they may need.

  1. Badgering

Find the balance between persistence and badgering. By keeping a steady stream of communication with advisors you’re setting yourself up to be in the right place at the right time. However, there is a fine line between being persistent and just being annoying.

It’s not uncommon for an advisor to skim and delete multiple emails from a firm, but then one day, respond. For example, fictional firm Acme Funds sends monthly emails touting their small-cap growth fund. Advisor Smith doesn’t have a need for small-cap growth so each month he deletes the email. One day he happens to be in the market for small-cap growth and receives the email from Acme Funds. Now he’s picking up the phone… Right place, right time. Acme’s persistence has paid off.

The flip side

Sending too many emails, or calling repeatedly with no interaction can backfire and alienate an advisor. You want to stay ON their radar but not fall off it.


With so many fund companies vying for their attention, advisors can be tough to reach. Continue to reach out while avoiding these bad habits.

For more ideas and information, read our report, What do Advisors Want? Insights into the needs of financial advisors.