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Helping B/Ds Research Analysts Cut through the Clutter

By Sean

Given the number of investments products available, research analysts are receptive to anything that facilitates their search processes.

One resource that has proven itself to be effective in helping research analysts screen investment products is the Web. For example, research analysts commonly use MorningStar to access basic performance, holdings, and portfolio characteristics. Where Morningstar falls short, however, is in its delivery of institutional-level investment product data and analysis. Research analysts typically use publicly available data to conduct attribution analyses for different time periods. An opportunity exists for firms to add value to research analysts by delivering such analyses online.

Van Kampen, MFS, and Putnam Investments currently offer dedicated Web sites for broker/dealers' research analysts. Each offering features in-depth product data and analysis, portfolio manager research and commentary, as well as firm contacts responsible for servicing research analysts. Initial feedback on these Web sites from the research analyst community has been positive. As one research analyst put it, "while we conduct our own attribution analyses, it's interesting to compare ours against each firm's own analysis."

While there's no way to draw a direct correlation between building a dedicated research analyst Web site and increases in shelf space, a number of broker/dealers are starting to inquire about the availability of them. As the word spreads and research analysts continue to get value out of Van Kampen's, MFS', and Putnam's offerings, asset management firms should consider how they intend to demonstrate a similar level of committment to servicing the needs of broker/dealers' research analysts. kasina will be exploring this issue in much greater detail in a forthcoming whitepaper: "The Shortest Distance Between Two Points: Using e-Business to Support Distribution Partners."