(Harvest) There is one major difference between the commercial use of drones and the ivory towers of LP land: the JOBS Act. Passed in 2012, it repealed the ban on general solicitation for hedge funds and private equity firms. Five years later, however, most hedge funds have yet to develop a marketing strategy, let alone employ the use of digital tools.
Retail investors, particularly with the use of robo-advisors, have popularized slick user interfaces and personalized digital communication. This is growing more ubiquitous for reasons that may not necessarily be apparent on the surface of a slick UX. As Harvest CEO Peter Hans recently opined in FinAlternatives, “Transitioning from reactive to proactive digital engagement is a big leap for many managers. But while it can be daunting, it is also paramount to growth and even survival.
