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Tobias Pross, Allianz GI’s head of EMEA, considers the recent reinvention of his company, its massive expansion into alternatives, and answers the question: why hasn’t it changed its name?

Distributor Tobias Pross, Allianz Global Investors

Tobias Pross has been head of EMEA at Allianz Global Investors (GI) since mid- 2015 and, in that time, has witnessed a radical transformation of the company’s self-image, fund range and fortunes.

“Allianz GI embarked on a journey two years ago. We thought we really needed to change how we look at things. We gave ourselves a project: can we organically become a globally recognised market leader?”

Split identities

One of Allianz GI’s issues is that it is seen differently in different countries, according to Pross. Allianz (as opposed to Allianz Global Investors) is the largest insurance company in Europe. If you go to its website, the key words are ‘home and car insurance’. That brand has affected people’s view of the asset management arm.

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