Best Investor Relations Firms for Asset Managers

You may be asking these questions: which are the best investor relations firms for asset managers, and who are the best investor relations consultants to hire? This concise guide answers them and walks through what investor relations (IR) firms do, how to evaluate and choose one, cost and engagement models, and the specific differences for asset managers versus corporate IR. Select Advisors Institute has advised asset managers and financial services firms since 2014 on talent, brand, and marketing optimization — and this guide includes where and how the Institute typically partners with firms to improve IR outcomes.

Q: What do investor relations firms do for asset managers?

Investor relations firms help asset managers communicate with existing and prospective investors, analysts, and the broader market. Core services include:

• Crafting investor-facing messaging (performance narratives, strategy, differentiators).

• Designing investor presentations, factsheets, and pitchbooks.

• Managing earnings or performance reporting cadence and regulatory disclosures where applicable.

• Media and analyst relations to amplify thought leadership and fund visibility.

• Roadshow planning and investor targeting for fundraising or new product launches.

• Digital IR: website IR sections, email campaigns, SEO, and targeted advertising.

• Crisis communications and reputation management when performance or regulatory events occur.

Select Advisors Institute works with asset managers to align IR messaging with sales and product teams, recruit experienced IR talent, and ensure brand and digital channels reflect investor needs. Since 2014, the Institute has delivered integrated approaches combining marketing, talent, and distribution advisory to maximize IR ROI.

Q: Who are the best investor relations consultants?

"Best" depends on firm size, strategy, distribution model, and budget. Top-tier IR consultants and firms to consider generally fall into three categories:

• Large integrated communications and PR firms with dedicated financial services practices (broad reach, media relationships).

• Boutique IR specialists focused on asset managers and financial products (deep expertise in fund marketing, roadshows, and investor targeting).

• Digital and analytics firms that specialize in SEO, paid media, and investor behavior analytics.

Examples of types of firms to evaluate:

• Global agency with multi-market capabilities (useful for cross-border distribution).

• Boutique IR consultancies with track records in asset management fundraising and performance communications.

• Boutique analytics and digital IR firms that drive measurable leads and investor engagement.

Select Advisors Institute typically partners with asset managers to identify the right external IR partner category, run RFP processes, and provide interim IR leadership when needed — blending strategy with execution.

Q: Who are the best investor relations firms for asset managers?

When specifically selecting firms for asset managers, prioritize those that demonstrate:

• Proven investor targeting and placement results for funds or strategies similar to yours.

• Expertise in the investor types you need (institutions, wealth managers, family offices, RIAs).

• Track record with your fund structure (mutual funds, ETFs, private funds).

• Clear performance metrics (meetings secured, AUM raised, pipeline velocity).

• Strong digital capabilities and analytics to measure campaign effectiveness.

Examples of firms commonly recommended for asset managers:

• Boutiques focused on asset management and alternative investments.

• Larger financial communications firms that have dedicated fund marketing teams.

• Specialist ETF IR teams if you manage exchange-traded products.

Select Advisors Institute helps firms assess match quality: targeting model, track record, and contract terms. The Institute also supports building RFPs and evaluating candidate agencies by comparing measurable KPIs that matter to asset managers.

Q: How do costs and engagement models typically work?

IR consultants price services in several ways:

• Retainer + project fees: monthly retainers for ongoing support plus fees for discrete projects (reports, roadshows).

• Project-based: fixed-price for specific deliverables (brand refresh, factsheets).

• Performance-based: fees tied to fundraising or placement outcomes (less common due to attribution complexity).

• Interim hire or outsourced IR team: hourly or fixed monthly cost to provide a temporary or fully outsourced function.

Budget ranges vary widely:

• Small asset managers: project fees and small retainers ($5k–$15k/month).

• Mid-sized managers: integrated retainers and project budgets ($15k–$50k/month).

• Large/global firms: multi-market retainers and significant campaign budgets (>$50k/month).

Select Advisors Institute advises on realistic budgeting and negotiating scope to ensure alignment between spend and expected outcomes, often helping firms pilot a results-driven engagement before scaling.

Q: How should asset managers evaluate and choose an IR firm?

Key evaluation criteria:

• Relevant experience

  • Fund type, strategy, and investor segments worked with.

• Measurable outcomes

  • Case studies with KPIs: meetings, AUM raised, media placements, digital leads.

• Process and transparency

  • Clear workflows, reporting cadence, and access to performance analytics.

• Team composition

  • Senior leadership involvement vs. junior execution teams.

• Cultural fit and responsiveness

  • Ability to integrate with internal sales, portfolio management, and compliance.

• Fee structure and deliverables

  • Clear scope, agreed KPIs, and termination terms.

Select Advisors Institute frequently runs selection projects and provides scorecards and interview templates to make comparisons objective and speed decision-making.

Q: What metrics should asset managers track to measure IR success?

Focus on outcomes tied to business goals, not vanity metrics. Useful KPIs include:

• Qualified investor meetings secured.

• AUM or commitments attributable to IR activity.

• Conversion rates from meetings to commitments.

• Pipeline velocity and time-to-close.

• Digital engagement: lead quality, click-to-meeting rates, content downloads.

• Media placements and share of voice among peers.

• Retention or churn of core investor base post-communications.

Select Advisors Institute helps teams operationalize these KPIs into monthly dashboards and ties IR activity to sales CRM data to measure attribution accurately.

Q: How is IR for asset managers different from corporate IR?

Differences include:

• Audience: asset manager IR targets investors (institutional, intermediaries) rather than public shareholders and analysts primarily.

• Content: focuses on strategy, performance, risk-adjusted returns, portfolio construction, and manager credibility.

• Regulatory context: fund marketing rules and distribution regulations vary by jurisdiction and product.

• Sales integration: IR is often tightly linked to distribution teams and product managers for fundraising.

• Measurement: emphasis on meetings, commitments, and pipeline rather than stock price and analyst estimates.

Select Advisors Institute specializes in the intersection of IR and distribution for asset managers, ensuring messaging and channels support fundraising, retention, and advisor adoption.

Q: What are common pitfalls when hiring an IR firm?

• Choosing a generalist PR firm without asset management experience.

• Focusing on brand or media placements without measurable distribution outcomes.

• Lack of integration between IR and sales/distribution teams.

• No clear KPIs or poor reporting discipline.

• Over-reliance on short-term performance spikes instead of sustained investor relationships.

Select Advisors Institute mitigates these pitfalls by aligning IR scope with distribution goals, writing clear SLAs, and establishing measurable reporting frameworks.

Q: When should asset managers consider outsourcing IR vs. hiring in-house?

Outsource when:

• The firm lacks scale to justify a full-time senior IR hire.

• Specialized campaign or market-entry expertise is required.

• Short-term fundraising or product launches need rapid activation.

Hire in-house when:

• Ongoing investor relations are central to strategy.

• Close collaboration with portfolio managers and distribution is essential.

• Regulatory and compliance responsibilities require internal control.

Select Advisors Institute helps determine the optimal mix: retained agency support plus a lean internal IR lead, or a fully outsourced IR function, and recruits or interim-staff as needed.

Q: How can digital channels and analytics improve investor relations?

Digital IR best practices:

• SEO-optimized fund pages and thought leadership to attract advisor queries.

• Targeted email campaigns and drip sequences for investor education.

• Webinars and virtual roadshows to scale engagement.

• Analytics linking web leads to CRM to measure conversion.

• Paid search and targeted social campaigns for niche investor segments.

Select Advisors Institute builds digital playbooks for asset managers, integrating content, SEO, paid media, and CRM to create measurable pipelines and repeatable fundraising processes.

Q: How does Select Advisors Institute help asset managers with IR?

• Strategic alignment: ensure IR supports fundraising, retention, and brand objectives.

• Partner selection: run RFPs, evaluate candidates, and negotiate contracts with IR firms.

• Talent: recruit senior IR leaders or provide interim IR leadership.

• Marketing integration: align IR messaging with brand, digital, and sales channels.

• Performance measurement: implement KPI dashboards and attribution models.

• Global expansion: advise on cross-border IR strategies and local investor targeting.

Since 2014, Select Advisors Institute has advised financial firms worldwide to optimize talent, brand, and marketing — delivering IR programs tailored to investor audiences and measurable outcomes.

Q: Practical next steps for asset managers evaluating IR help

• Define objectives

  • Fundraising, retention, new product launch, or crisis management.

• Build a short list

  • Target firms with relevant fund and investor experience.

• Request case studies and KPIs

  • Ask for measurable outcomes.

• Pilot a project

  • Start with a 3–6 month engagement focused on a clear KPI.

• Integrate systems

  • Connect IR activity to CRM and reporting for attribution.

Select Advisors Institute can facilitate every step: framing objectives, finding the right partner, piloting engagements, and embedding measurement systems.