Where UK fund selectors really find new ideas

Where fund selectors really find new ideas

Fund discovery isn’t what it used to be. Relationships still matter, but they no longer drive early-stage interest. Today’s fund selectors are doing their own research – privately, digitally and on their own terms. The traditional routes of outreach and reputation are being replaced by a new model of influence: one built on access, visibility and platform presence.

To understand where selectors actually begin their research journey, we asked 978 UK-based fund selectors: “When researching a fund, where do you most often encounter new fund ideas or managers?” Their responses paint a clear picture of where attention really goes and where fund marketers need to be visible.

Platforms dominate fund discovery

An overwhelming 78.3% of selectors said they most often discover new funds through fund research platforms like Trustnet. That makes platforms, by far, the most powerful source of early engagement. These aren’t just tools for analysis – they’re gateways to discovery, shaping the shortlists before a sales conversation ever begins.

This insight has major implications for distribution strategy. If you’re not visible on the platforms selectors already trust, you’re likely not being seen at all. You can have strong performance, well-crafted messaging, even a loyal client base, but if a selector can’t easily find and assess your fund during their research process, you’ve lost before you’ve had a chance to compete.

Traditional channels are fading

By contrast, only 4.7% of respondents said they most often discover new funds through direct contact from fund managers. That’s a stark decline in the effectiveness of outbound approaches. Cold emails, introductory meetings and unsolicited decks are increasingly ignored – not because selectors don’t care, but because they prefer to start their process independently.

Even financial media, long considered a key awareness channel, ranks well behind platforms, with 40.9% of selectors citing it as a common discovery source. Peer recommendations (8.2%) and ratings agencies or consultants (9.2%) also play a secondary role.

This doesn’t mean these channels are irrelevant. It means they’re supplementary. They may reinforce a brand already discovered elsewhere but they rarely introduce it.

Selectors want control – and neutrality

What these findings show is that selectors now expect to lead their own discovery journey. They want to explore funds in a neutral, information-rich environment – without pressure, without pitches and with the ability to compare options side by side. Platforms provide that structure. They’re impartial, data-driven and always available.

That’s why being present isn’t enough. You have to be present well. That means having a subscribed fund factsheet that unlocks full data. It means ensuring your fund can be found in the right categories. It means contributing timely insight content that helps selectors understand your thinking. And it means reinforcing your presence with brand visibility in the fund sectors you care about.

Trustnet puts you in the selector’s line of sight

Trustnet is where fund selectors go to research, compare and discover. With subscribed factsheets, you ensure your data is complete, your message is clear and your fund appears free of competitor distractions. With Fundswire, you put your perspective directly into the research flow. And with advertising, you keep your brand in view during the most focused decision-making moments.

It’s not just about being on a platform – it’s about being on the right platform, with the right presence. Because fund selectors aren’t looking for a pitch. They’re looking for clarity, control and confidence. And they’re finding it on Trustnet.

Rethinking distribution for a digital-first selectors

Fund marketing teams face real challenges: shrinking budgets, crowded markets, reduced facetime. But those challenges come with new opportunities. When you know where selectors go to discover new funds – and you position yourself strategically in that space – you shift from chasing attention to being part of the decision.

Discovery has moved online. Selector expectations have changed. The managers who adapt will lead. And those who don’t may never be found.

Want the full picture of how selectors are researching and deciding today? Download the white paper “Brand certainty in uncertain markets” for more insights from our survey of nearly 1,000 UK fund selectors.