While streaming A Charlie Brown Christmas on Apple (admittedly feeling nostalgic for the Peppermint Patty and Almond Joy ads), I laughed at Sally’s famous line. It reminded me of distribution leaders managing C-suite expectations as traditional managers that have bought or built their way into the alternative’s world navigate the space. Setting aside the obvious need for competitive strategies, how can traditional managers compete with established alternative managers?

• Leverage strong, entrenched relationships at the firm and advisor level.
• Embrace advisors’ familiarity with traditional firms and educate them and their clients on the benefits of alternatives.
• Respond to advisors’ need for support, as highlighted in our recent Alternative Products: The Advisor View survey, to stand out and win in this space.