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Digital Subscriptions > The Hedge Fund Journal > Issue 121 - March | April 2017 > Hedge Fund Branding Drives Asset Flows

Hedge Fund Branding Drives Asset Flows

Excessive fees lawsuit against adviser dismissed

DONALD A. STEINBRUGGE, CFA, MANAGING PARTNER, AGECROFT PARTNERS, LLC

Since the market correction of 2008, a vast majority of hedge fund net asset flows have gone to a small minority of hedge funds with the strongest brands. A recent report from Hedge Fund Research shows that approximately 69% of hedge fund assets are controlled by firms with over $5 billion in assets under management and 91% are controlled by firms with over $1 billion in assets. This is a significant increase from the 2009 percentages of 61% and 86% respectively.

Each year many hedge fund investors are inundated with thousands of emails and phone calls from managers requesting a meeting. To filter through the overload of information, investors are turning more and more to a firm’s brand when choosing which funds to meet and ultimately invest with. However, having a strong brand is not limited to just the largest managers.

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Informing the Hedge Fund Community. With access to some of the industry’s biggest names and an astute and talented group of writers and contributors, The Hedge Fund Journal has established itself as a trusted source of information on the hedge fund industry.
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