The product development pipeline is the main mechanism through which fund companies keep their product shelves relevant. Worldwide, hundreds of new funds are introduced every year, but only a minority of them will be successful over the long term. How, then, should companies launch new products? Are there steps fund sponsors can take to achieve a more durable sales success of their new funds?
The September issue of Insight explores the conditions under which successful products are created and outlines a blueprint for product developers, one which highlights key steps to follow and issues to evaluate during the process. The Trendlines article at the end of the report highlights the critical considerations for mutual fund companies contemplating entry into the ETF segment.