The Game of Mutual Fund Marketing

One of my favorite books on investing is The Prudent Investor’s Guide to Beating Wall Street at It’s Own Game. Our firm has distributed many copies and perhaps you have received one as well.

What exactly is Wall Street’s "game"? There are many, but one I find particularly interesting is the marketing of mutual funds. Jonathan Clements described this process in a Wall Street Journal article published earlier this year. He mentioned a scenario I call the "incubator fund" strategy. A fund company opens up several new incubator funds, each with a risky, off-the-wall strategy. For example, they may rely heavily on market timing or bet heavily on options. After this process runs its course, odds are one or two funds have hit a hot streak and show impressive one-year returns. These survivors can now be marketed and promoted for their high performance. The money then starts flowing in, and after large amounts have been gathered, the high-risk issues are dropped, creating a closet index fund that maintains reasonable performance. Sound a bit fishy? In addition, these incubator funds present investors with higher internal fund expenses, due to high advertising costs and frequent trading in an effort to find the supposed winners.

This "game" ends up running roughshod over investors and is one more reason to employ an Institutional Asset Class mutual fund strategy. This methodology is a straightforward approach that seeks to harness the returns of the market. There is no incubation period where excessive risks are taken with the primary goal being to produce a short-term winner to tout. Instead, a long-term view of the markets is held, more appropriate in that mutual funds are designed to be long-term investment vehicles. As no-load, buy and hold investments, the Asset Class Funds naturally have lower expenses (since over-advertising is not necessary) and lower turnover, thus enhancing the tax management capabilities. In addition, these funds are not available to the public directly, which helps reduce the panic-selling mode that could potentially rear its ugly head in a precipitous market downturn. We believe this strategy provides the most efficient method of creating pure market returns.

Contact our office if you have questions or would like more information about Asset Class Funds.

 

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