IMEA Distribution Summit: Inside the Advisor and RIA Mindset

The Investment Management Education Alliance (IMEA) organizes annual Product and Distribution Summits to convene leaders from the asset management industry. These events focus on discussing trends, challenges, and innovations in product development and distribution strategies.

The IMEA Distribution Summit opened with insights from SS&C on advisor engagement trends and strategic research shaping modern distribution tactics. From redefining RIA segmentation to targeting ultra-high-net-worth relationships, the panels offered actionable guidance on aligning resources and optimizing advisor outreach in a post-pandemic environment.

The Evolving RIA Space

The continued, impressive growth of RIAs across the wealth spectrum has made it one of the most important channels for investment managers’ distribution efforts. These dynamics, paired with the unique needs of each RIA, require investment managers to build robust approaches to segmenting and servicing them. This session dove into the best practices investment managers have established and opportunities they’ve identified to strengthen their relationships with the RIA community.

Moderated by:

• Neil Bathon | Managing Partner | FUSE Research Network

Featuring:

• Meghan Moses | Managing Director, RIA & Family Office Distribution | Eaton Vance
• Chris Hedges | Managing Director | MFS Investment Management
• Dustin McCarty | Partner & Director, Global Head of Client & Distribution | Wasatch Global Investors

Highlights:

• Investment managers are building dedicated RIA-focused sales teams to help them specialize in this channel’s distinct needs. Because larger RIAs’ manager research and diligence processes are very similar to institutions’ processes, distribution leaders are focusing on breaking down silos with key account and institutional teams to enable information flow and content sharing.
• Data on RIA product usage has enhanced managers’ segmentation efforts, going beyond relying solely on RIA asset totals. By understanding the types of products RIAs have used and using predictive analytics to anticipate what products RIAs may be inclined to buy, distribution teams are tailoring their sales approach at the individual firm level.
• While product is important, managers are differentiating themselves by providing content and advice that strengthen advisors’ practices. These value-add offerings include capital market insights, practice management education, portfolio construction analytics and consulting, and implementation services.
• The sales cycle for RIAs can take months or years as they conduct their due diligence. Managers have found it imperative to give RIAs direct access to their investment and consulting teams who can provide relevant information on products and services to help expedite this timing.

Keys to Success with Advisors

This session focused on how asset managers are adapting advisor engagement strategies in a post-pandemic world. Panelists addressed generational shifts, advisor access challenges, and the evolving role of websites, virtual meetings, and AI in distribution. From building strong hybrid engagement models to designing better tools and content, firms are rethinking how to meet advisors where they are—digitally and in person.

Moderated by:

• Michael Winnick | Vice President, Business Development | Broadridge

Featuring:

• Mike Ellison | President | Corporate Insight
• Katie McKay | Head of Global Distribution Enablement | John Hancock Investment Management
• Jenine Garrelick | Senior Vice President | MFS Investment Management

Highlights:

• Accessing advisors remains the biggest challenge; they work remotely, travel often, and expect high-impact, flexible engagements. While virtual meetings are convenient, in-person meetings still matter; advisors value face-to-face interactions.
• Advisors expect app-like digital experiences, but most asset managers lag other industries in terms of creating engaging, personalized user experiences. AI can play a vital role in modernizing personalization and navigation.
• Practice management content and tools present powerful ways for asset managers to position themselves as valuable partners. To stand out, this content must focus on specific, practical action items and be supported by a robust distribution strategy.

Navigating the Ultra-High-Net-Worth RIA Journey

Corner offices, mega-teams, and other financial advisor practices that serve ultra-high-net-worth (UHNW) investors comprise one of the most attractive segments of the high-growth RIA channel—and one of the most difficult for asset managers to reach. This session explored best practices for how distribution teams can build relationships with UHNW advisors and deliver valued-added resources to help them build their practices.

Moderated by:

• Matt Fronczke | Senior Director, Strategic Business Consulting | SS&C Technologies

Featuring:

• George Whitmore | Head of Business Development & Client Relations | Anchor Capital
• Rick Henn | Senior Vice President & Divisional Sales Director | Invesco
• Robert Trumbull | Vice President & Wealth Advisor | J.P. Morgan

Highlights:

• Preparation is essential for successful meetings with this sophisticated advisor segment. Using databases and other forms of market intelligence, distribution teams need to learn all they can about UHNW advisors’ investment vehicle and style preferences, decision-making processes, and client base to tailor the presentation to what is most relevant for that practice.
• Learn about the practice’s growth targets and deliver granular, highly specialized advice and resources that align with the greatest points of operating leverage UHNW advisors face in pursuing their goals.
• Rather than presenting a host of products and strategies, identify one to three high-impact solutions that are relevant to that advisor’s practice. Deliver consistent messaging about those solutions’ value propositions across all your advisor touchpoints and resist the temptation to pivot to different products each quarter.
• After meetings, follow up with concise, personalized emails that show you heard and understand the advisor’s priorities. Be organized and disciplined to ensure that you deliver on the meeting takeaways; customer relationship management (CRM) and generative AI tools can facilitate efficient, organized follow-ups.
• Engage office managers and other centers of influence at branch offices throughout the sales process. Be intentional in your messaging regarding ways your firm’s practice management resources can help advisors grow their practices and achieve their goals.

Joint Distribution + Product Session: The Rise of the Model Marketplace

As advisors increasingly outsource investment-related decisions through model portfolios, outsourced chief investment officers (OCIOs), and turnkey asset management programs (TAMPs), investment managers are refining and expanding their model portfolio lineups to meet this growing demand. This session examined advisors’ key considerations when evaluating model portfolios and the latest trends related to vehicles, asset classes, and portfolio construction analytics.

Moderated by:

• Ryan Foreman | Associate Principal, Data & Analytics | Broadridge

Featuring:

• Paolo Villasenor | Head of Product Development, North America & Global Pricing | Janus Henderson Investors
• Brian Hess | Vice President, Multi-Asset Investment Strategist | Natixis Investment Managers
• Alex Ohlemacher | Associate Director, Portfolio Consulting | Principal Asset Management
• Kevin Knowles | Senior Director, Personalized Solutions | Russell Investments

Highlights:

• Outsourcing investment decisions plays a vital role as advisors seek new ways to scale their practices and spend more time delivering high-value planning services. Moving away from in-house security selection and portfolio construction can be especially valuable for advisors focused on succession planning or training newer advisors.
• Customization of model portfolios is the new frontier for investment managers looking to differentiate their capabilities. Advisors want to work with managers who can tailor their solutions based on their clients’ underlying needs and leverage the managers’ intellectual property—often through white-labeled models—to show the value they add to their clients.
• Models are often sold, not bought. To effectively sell model capabilities to advisors, investment managers need effective sales incentives and training for their distribution teams. Model approval and availability at home office platforms are essential to reach advisors at scale.
• As advisors incorporate private assets into their high-net-worth clients’ portfolios, they’ve looked to managers to add these exposures into their models. Operational challenges, liquidity, and settlement issues are complexities that managers are working through to offer private assets through their models at scale.

Joint Distribution and Product Session: Everything ETF

This session examined the growing complexity of the ETF market and how firms are navigating conversions, new product wrappers, distribution implications, and advisor education. Panelists discussed how active ETFs are gaining traction, why operational readiness is critical, and what’s next as the SEC considers approving ETF share classes.

Moderated by:

• Mike Twohig | Head of U.S. Public Product Development | Goldman Sachs Asset Management

Featuring:

• Ann Doyle | Head of U.S. Product | Franklin Templeton Investments
• John Garrett | Senior Managing Director, Co-Head of Defined Contributions, Head of U.S. Strategic Accounts | MFS Investment Management
• Tom Bruno | Director of Market Strategy | SalesPage
• Julie Smith | Vice President, Fund Administration & Operations | Touchstone Investments

Highlights:

• Active ETFs represent one of the asset management industry’s fast-growing categories. The surging momentum in active ETF product development is driven by the 2019 ETF rule, tax efficiency, and shifting advisor preferences.
• Many asset managers are using “sibling” or “cousin” strategies to ensure new active ETFs don’t cannibalize mutual funds and can pass platform due diligence.
• ETF conversions are operationally complex—requiring proxy voting, fractional share treatment, and communication planning—but offer a tax-advantaged way to retain assets.
• The SEC appears likely to approve ETF share class structures case-by-case, but board governance and regulatory clarity remain hurdles.
• Despite the growing ubiquity of ETFs, advisor education is still essential. Many advisors predominately associate ETFs with passive strategies, and advisors may struggle with nuances of how to execute and manage ETF trades.
• Models and ETFs create a “data desert” compared to pooled products; firms need to rethink how to measure flows and effectiveness in these structures.

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