Humanising asset management is about access, not tone

The challenge is not simply to communicate more effectively, but to make knowledge easier to access, navigate and engage with across digital channels.

The misconception of “human”

Financial brands often talk about becoming more “human." In practice, this is frequently reduced to tone – more conversational language, warmer design, softer messaging. This misses the point.

In asset management, humanising a brand is not about sounding different. It is about making expertise more accessible.

Visibility without usability

Living Ratings data highlights the gap. While 51% of C-suite leaders are active on LinkedIn, only 5% of firms offer high-quality fund manager profiles, and just 11% use video to bring their expertise to life. Visibility exists, but usability does not.

Reducing abstraction, not adding personality

The brands moving the needle are simplifying language without diluting meaning, structuring content around real client scenarios, and making expertise easier to access and act on.

Clients want to understand not just what a firm offers, but how it thinks. Making that thinking visible builds confidence more effectively than any tonal shift.

Humanising the brand, ultimately, is about removing friction.

Is your expertise as visible and accessible as it could be?

To explore how to better surface your people, thinking and value through your brand and channels, connect with one of our specialists: Kate Shaw in New York, Greg Hobden in London or Aliena Lai in Hong Kong.