- Wholesalers’ schedules of virtual and in-person meetings with advisors are increasingly driven by asset managers’ data and analytics efforts. According to a recent survey of asset managers that FUSE conducted with The SME Forum, the percentage of firms estimating that three-fifths or more of their wholesalers’ meetings are data-driven rose from 31% in 2024 to 50% in 2025.
- The improvement was more pronounced among larger firms ($100B+ in mutual fund and ETF AUM), where the portion of firms with at least four-fifths of sales meetings guided by data increased from 27% in 2024 to 45% in 2025. No midsize or smaller firms hit this threshold.
- Advisor segmentation is fast becoming the norm. More managers are purchasing vendor databases and broker/dealer data packs, enabling them to better align advisor targeting with company goals.
- FUSE expects the boost to sales efficiency over time will lead to an even greater reliance on data-driven segmentation.
