Moving its business out into the UK regions has been a big driver in pushing Royal London Asset Management (RLAM) to the top spot of the five-star-rated investments providers.
Rob Williams, sales, marketing and product development head, said IFAs had also become more sophisticated in their approach towards selecting investments.
Mr Williams said: “Intermediaries understand the products they are buying from us better and how they select asset managers.”
In the past 18 months, RLAM has created a centralised broker desk to service IFAs.
It has created a regional business development manager structure
It has also been growing its wholesale sales team, who deal directly with wealth managers and IFAs.
Mr Williams added: “Previously our focus was on wealth managers and it was fairly London-centric. So what we have tried to do is broaden that out so we have far greater regional coverage.
“We have hired people from peers who have strong IFA credentials.”
This has been part of RLAM’s two-fold strategy to deepen its distribution footprint from a product perspective and to broaden its product capability – a path it has been on for the past three to four years.
The products it has rolled out include a multi-asset proposition, risk-rated funds, and short-duration credit funds, to protect against the current interest rate and future interest rate environment, including a short-duration high-yield fund.
It has also launched two global equity funds.
Ways to success:
Diversify and broaden product capability.
Expand distribution footprint.
Launched short-duration credit funds to protect against current and future interest rate environment.
Created centralised broker desk to respond to IFAs.
Created regional business development manager structure.
