Rethinking the home page: valuable digital real estate for asset managers

The strongest home pages don’t just state who the firm is; they demonstrate it. They surface useful content, guide different audiences to relevant destinations and reflect culture, values and people in ways that encourage visitors to explore further.

What we look for on a modern home page

We assess home pages as dynamic content hubs rather than static posters. Specifically, we look for:

• Links to insights. Clear routes to thought leadership and market commentary that prove expertise.
  
  
• Links to funds and capabilities. Pathways into products, solutions and services, aligned to real client needs.
  
  
• Evidence of culture and brand values. Purpose, values and vision that feel authentic, not generic.
  
  
• Evidence of humanity. Profiles, quotes and imagery that humanise the brand.
  
  
• Engaging content modules. Cards or sections that highlight featured content and invite users to “go deeper."

The goal is a home page that works for both first-time and returning visitors, with intuitive navigation and consistent brand expression.

Structuring content for depth and discovery

The best home pages follow a deliberate narrative rather than stacking modules at random. A strong structure typically:

• Opens with key messages, highlighted content and fund search. A clear statement of who you are, one or two highlighted items and practical tools like fund or solutions search so users can act immediately.
  
  
• States the difference, values and vision. For example, a section such as “Our Difference” that expresses what sets the firm apart and why it exists, with a route to deeper content on culture, team or careers.
  
  
• Signposts solutions and capabilities. Simple routes into investment solutions by audience, goal or asset class, helping users quickly find what is relevant to them.
  
  
• Showcases a flagship insight. One strong, timely piece of investment insight that reflects current client concerns, supported by a link to a broader insights library.
  
  
• Highlights featured funds or products. A small, curated selection of funds or solutions with clear calls to action, such as viewing performance, downloading documents or making contact.
  
  

From front door to digital journey

The standout examples in this year’s Living Ratings show how powerful this approach can be: a clear hero, a distinctive “difference” section, structured solutions, insight-led content and featured funds, all wrapped in a distinctive brand experience that encourages scrolling and exploration.

The best home pages treat the front door as the start of a journey, not a static billboard. By combining brand positioning with purposeful content and intuitive pathways, firms turn their home page into a high-performing gateway for deeper digital engagement.

Ready to rethink your homepage? 

If you’d like to explore how your home page performs and how it could better support your digital strategy, connect with one of our specialists: Kate Shaw in New York, Greg Hobden in London or Aliena Lai in Hong Kong.