- Personalization in asset management responds to growing demand for portfolios tailored to investor needs.
- Technological advancements and global uncertainty are driving more agile, customized operating models.
- FlexFunds facilitates strategy diversification by assisting asset managers with the design and issuance of investment vehicles (ETPs).
- Digitalization enables managers to offer personalized experiences without sacrificing liquidity or diversification.
Personalized products and services have become one of the top priorities in asset management, which is transforming to attract new clients in a highly competitive environment where differentiation is key—and technology is shaping this new model. FlexFunds highlights the core drivers behind this trend:
Personalization has become a cornerstone of the asset management industry due to growing global demand for such portfolios. According to a Citi survey¹, 71% of wealth managers recognize that the overall client experience is an absolute priority.
The study concludes that factors like the emergence of new wealth, global market uncertainty, and shifts in the regulatory landscape are prompting asset managers to rethink strategies and reinforce client relationships.
Transforming operational, technological, and service models is considered one of the key approaches to implementing the changes currently being demanded within the industry in order to advance the personalization of products and services in wealth management.
According to a report by Natixis², the advisory sector managed approximately US$159 trillion globally in 2024, and assets are projected to grow by 10% by 2029, reaching US$178 trillion by the end of the decade.
Sector growth and focus on new segments
Natixis reports that 56% of wealth managers say expanding their service offerings is vital for growth, while 48% stress the importance of targeting new client segments. Product personalization will be key to achieving these goals.
The demand for investment solutions tailored to individual client needs is driving transformation in the wealth management industry, where personalization is no longer a luxury but a core expectation.
Diversification: A key in personalized offerings
Securitization as a strategic tool
In this context, wealth management increasingly turns to portfolio diversification through tools such as securitization, which transforms illiquid assets into financial instruments that can be traded in the markets.
For asset managers, portfolio personalization means structuring more specific portfolios that are tailored to each investor’s interests in a changing environment—one in which the focus is not merely on generating returns at all costs, but on building comprehensive strategies aligned with the vision and time horizon of those opting for these instruments.
“Wealth managers should place a deep understanding of clients’ purpose and beliefs at the heart of their proposition, helping to deliver tailored and meaningful services and experiences that create long-term value for clients, staff and firms alike,” states consulting firm EY in a report on the topic.3.
For example, in the case of securitization, asset managers can structure products that bundle assets such as luxury building mortgages and offer them to investors—allowing access to rental income and portfolio diversification without the need to directly manage the properties.
Another case might involve a high-net-worth investor seeking exposure to sustainable investments, who chooses to acquire a stake in a securitization fund that pools green loans, such as those for renewable energy projects. These products allow the investor to obtain returns tied to areas like the energy transition, while also diversifying their portfolio.
FlexFunds: A key partner for asset managers
FlexFunds plays a key role as a provider for asset managers in the design and issuance of investment vehicles (ETPs), streamlining their distribution and access to international private banking in an agile and cost-efficient way.
Through securitization, FlexFunds helps transform asset portfolios into liquid and flexible products such as ETPs, enabling managers to diversify their portfolios and gain exposure to a wide range of assets without compromising liquidity.
FlexFunds’ asset securitization process not only simplifies the conversion of assets into marketable securities, but also provides an efficient cost structure for managers—enhancing the viability of their projects and strategies.
With this approach, FlexFunds equips asset managers with the tools to deliver investment solutions that better align with their clients’ needs, opening the door to new, diversified, and high-performing investment opportunities.
FlexFunds facilitates the creation of investment vehicles, supporting asset managers in structuring portfolios that respond efficiently to the market’s evolving needs and demands.
The rise of personalization in asset management
Personalization is a growing trend as investor expectations evolve alongside increasing competition, which is challenging traditional advisory models in a landscape marked by major wealth transfers and rapid technological progress.
In this context, the asset management industry is being pushed to harness the potential of digital tools, design strategies that account for a wide range of factors, and connect with clients through their preferred channels—anytime and anywhere—delivering both accessibility and transparency.
The growing demand for personalized portfolios was reflected in a survey conducted by MSCI—an investment data and analytics provider4 —which polled 220 professionals from the wealth management industry, including investment teams, portfolio managers, and financial advisors.
In fact, 60% of respondents to the Emerging Trends in Wealth Management report expect that most of their high-net-worth clients’ portfolios will require some level of personalization, either now or in the near future.
Why is that? According to the survey, 73% of participants indicated that personal investment preferences are one of the main reasons clients seek customized portfolio solutions.
While portfolio personalization was once considered expensive and reserved for a select few, technology has made it more accessible, turning it into a new industry standard.
As MSCI explains: “No longer a luxury add-on, personalization has become a critical demand as clients come to expect the same personalized experiences they enjoy in other aspects of their lives, from e-commerce to streaming services.”
Technology: A key enabler of wealth management personalization
Technology solutions are becoming key players in enabling the personalization of products and services within the asset management industry. Falling behind in this area can become one of the main obstacles to remaining competitive.
Unresolved tech challenges
According to MSCI’s survey4, when asked which aspects of their current tech stack need improvement, 45% said advisors still track client portfolios manually, while 42% pointed to the lack of dynamic information on taxes, risks, and other key decision-making factors.
Digitalization and client experience
EY notes in a report5 that the growing use of digital tools is reshaping how investors engage with wealth managers. Investors—especially younger generations—are increasingly willing to share more data in exchange for personalized experiences.
This opens the door for wealth managers to create integrated digital experiences connected with advisors’ channels.
Technological advancements are revolutionizing how asset managers interact with clients—enabling more seamless, accessible experiences that align with investors’ personal preferences.
Hybrid models: The new normal
Despite the rise of digital tools, EY’s report stresses that not all clients want purely virtual relationships. Clients are fairly evenly split between those who prefer working with an advisor (35%), those who favor digital-only models (28%), and those who seek a balanced combination of both (37%).
According to EY, “wealth providers can take valuable first steps towards providing flexible hybrid models that offer curated interactions by digitizing processes, aggregating data, and working with FinTechs to develop predictive analytics.”
Personalization has become a top priority in wealth management, driven by the growing demand for portfolios tailored to the individual needs of investors—particularly in a context shaped by global uncertainty and rapid technological advancements. FlexFunds plays a key role by transforming asset portfolios into liquid and flexible vehicles through ETPs, enabling asset managers to deliver more personalized solutions.
Through its asset securitization process, FlexFunds offers an accessible structure that allows asset managers to diversify their investment strategies and streamline global distribution via private banking platforms—responding to the increasing demand for more agile solutions aligned with today’s evolving market needs. To learn more, feel free to contact our experts.
Sources:
- 1 https://www.citigroup.com/global/news/press-release/2023/global-survey-shows-wealth-management-ecosystem-at-inflection-point
- 2 https://www.im.natixis.com/en-ch/insights/investor-sentiment/2025/wealth-industry-survey
- 3 https://www.ey.com/en_gl/insights/wealth-asset-management/how-wealth-managers-can-help-clients-live-their-values-now
- 4 https://www.msci.com/documents/1296102/52451614/Emerging+Trends+in+Wealth+Management_Final2.pdf/417df803-4525-7a39-3915-cc9a1f045912?t=1736444610742
- 5 https://www.ey.com/en_gl/insights/wealth-asset-management/how-digitalization-can-drive-personalization-in-wealth-management
