HFA
Background Founded in 1998 HFA had the standard beginning as most fund managers with the first $100 million of funds under management (FUM) being the most difficult to secure. In early 2004 inqbase began working with HFA when they had slowly grown to $300 million in FUM. As at 31 July 2008 HFA had $8.5 billion in FUM and is now one of the biggest absolute return managers in Australia.
The Strategy Successfully positioning a fund manager with the financial planning community as solid, reliable and consistent in a category renowned for high risk and investment “Blow Ups”. Also how to compete with “long only” equity managers who, during bull markets, blow HFA out of the water in absolute return numbers.
Execution Results • As well as brand repositioning HFA as “The Leaders in Absolute Return Solutions” inqbase ran a promotional campaign that realised close interaction with 1,300 recognised financial planners, 475 of whom had never dealt with HFA before. • Inqbase key marketing partner is designing twice yearly campaign in conjunction with sales roadshows. • Organic growth in funds under management over four years increased by an average 300% per annum.
