In order for institutional allocators to research the views and insights of asset managers, a new platform has launched Tuesday to make these investors’ content more researchable.
ProAllocate, an artificial intelligence-based platform for asset managers and allocators, aims to condense the research from thousands of asset managers into a single platform.
The platform was founded by Stephen White, a marketing and communications executive who held several roles at BlackRock, Nasdaq eVestment and Redwheel and co-founded fintech platform Markets Recon.
The platform offers three tiers, according to the announcement:
- Core, a library of asset managers’ research insights, each summarized and linked to its source;
- Signals, which tracks more than 1,000 fund manager asset allocation views every month; and
- Advance, which adds daily asset class views, quarterly outlooks and capital market assumptions with heatmaps, sentiment scores and screening across more than 600 sub-asset classes, factors, themes and markets.
“Many CIOs have told me they receive over 1,000 asset manager emails per week. This was previously unmanageable, but in the AI age, it’s now possible to make fund manager views not only searchable, but ‘research-able,’” White said in a statement.
“More than 5,000 asset managers publish tens of thousands of research insights every year. Until now, asset owners and advisers have had three ways to access them: thousands of email subscriptions, legacy platforms with patchy coverage that sell users’ reading history and personal information as sales leads, or expensive institutional databases that bundle research alongside other data,” ProAllocate stated about the company’s offering. Asset allocators have long been inundated with investment content from their managers—however, they place high value on the digital content asset managers produce when considering who to award mandates.
A 2023 report from Cerulli found many communication and marketing factors are important when allocators consider managers to do business with. Approximately 90% of allocators surveyed by Cerulli said demonstration of strong expertise through thought leadership was important, with 85% saying a well-known brand was also important.
“Given the need for strong thought leadership, digital marketing strategies are critical to deepening an asset owner’s or investment consultant’s understanding of the asset manager’s knowledge base and capabilities. Eighty-three percent of the top 30 institutional asset managers by assets under management host audio/visual content on their website and social media platforms, 76% promote webinars, future and past, and 40% offer podcasts,” the Cerulli report said.
A 2025 report from CoreData found that 63% of asset allocators factored thought leadership into how favorably they view asset managers, with 59% saying that their likelihood of investing with one manager over another is influenced by the commentary and thought leadership they put out.
“We found that thought leadership is indeed a core part of the asset manager evaluation process, exerting even more influence than many realize,” said Michael Morley, head of CoreData Research U.S., in a 2025 statement. “The challenge is producing content that drives behavior. Finding that sweet spot is crucial for resource allocation, especially as asset managers continue to see their margins squeezed.”
The CoreData survey also found that:
- 48% of allocators said a manager’s thought leadership helps validate their expertise;
- 54% said that thought leadership increases confidence in their manager’s investment philosophy and processes; and
- 70% said that in order for a manager to “own” a particular theme or asset class, they need to have a track record of investment results and consistent delivery of thought leadership.
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Tags: marketing