Asset managers are responding with content marketing to build brand trust and differentiate their offerings with diverse investor target groups. The market environment now requires integrated marketing strategies with asset managers scrutinizing which digital platforms best deliver and localise their thought leadership content throughout Asia to actively engage clients. 

Be where your clients are online 

As a result, Asian asset managers are creating content specifically for digital platforms that closely align with regional user behaviour. For example YouTube dominates in markets like Singapore, where 90% of the population uses the platform daily.

Fidelity Investments Singapore has tapped this opportunity and generated more than 2.6 million views since 2021 through market update videos that blend macroeconomic analysis with actionable investor insights. These videos cater to financially sophisticated audiences seeking real-time investment guidance, positioning Fidelity as a trusted source amid market volatility.

Meanwhile at the entry-level of the investor scale, Instagram’s younger demographic (85% of Singaporean users are aged 16–24) has prompted Singaporean bank UOB Group to adopt visually driven, educational content. UOB’s “ASEAN story” campaign simplifies complex financial topics, targeting first-time investors with bite-sized tutorials. This strategy builds brand affinity and kickstarts long-term client relationships by addressing the financial literacy gap among younger audiences.

Let AI crunch the data to hyper-personalise client content

Generative AI is reshaping content marketing by enabling hyper-personalised client interactions. Accenture’s 2024 analysis highlights 50% of Asian investors seek tailored content such as AI analsyed client portfolios to generate customised reports. 

A great example of this is HSBC leveraging tokenization to create personalized investment strategies for high net-worth individuals (HNWIs) and show this with dynamic content that adapts to individual risk profiles.

Innovation like this better serves the client while reducing operational costs by automating routine communication.

Other advice for financial marketers can be found closer to home with Aberdeen Investments senior digital marketing manager in Singapore, Jave Lin, explaining how he has fused the power of AI with video marketing to become a marketing industry influencer in his own right while taking these key learnings back into his day job at Aberdeen.     

Lin says video marketing and AI are two of the hottest trends shaping the future of marketing. As these two powerful forces converge, marketers are exploring innovative ways to leverage AI to streamline and enhance their video marketing efforts. But he cautioned AI is not the universal problem solver.

“It’s crucial to remember AI should be seen as a powerful tool to augment human creativity and expertise, not as a complete replacement.” said Lin.

What makes good thought leadership and how to use it

Thought leadership is the process of creating and sharing expert insights via innovative content to build credibility and authority. In the finance industry providing in-depth research remains a cornerstone of thought leadership. 

As reported in Asia Asset Management, Principal Asset Management’s Greater China Equity Fund, which has outperformed its benchmark by 86% since 2007, attributes its success to “thought leadership through early identification of growth prospects”. 

The firm publishes quarterly whitepapers analyzing sectoral trends, such as the impact of China’s regulatory reforms on tech equities, to position itself as a market authority. 

An example of award-winning thought leadership comes from Aviva Investors with it’s annually released “Little Book of Data” which uses beautiful data visualisations and charts to illustrate the forces shaping the investment landscape.

Aviva states while it’s critical to have the data necessary to arrive at the right outcomes. “But data is not enough on its own. To be valuable, it must be organised and presented clearly and accurately. Good data visualisation can help with this by illustrating important themes and highlighting overlooked trends.” 

[Full disclosure: “Little Book Of Data” is made by the publisher of this industry blog and finance marketing group – The Dubs Agency, using Aviva Investors research and data.] 

Turning regulatory compliance into educational content

Asset management as an industry is inherently soaked in complex regulatory compliance issues. Added to this Asia has pain points from fragmented regional regulations and cross-border enforcement issues. 

Groups such as Waystone, which provide institutional governance and compliance services to the asset management industry, turn their industry knowledge into thought leadership content to showcase their expertise and be recognised as industry leaders. 

An example of this is how Waystone uses webinars to demystify complex issues such as AML/KYC best practices to educate asset managers on how to build trust with institutional clients navigating Asia’s regulatory regimes.

Leading investor conversation on investment innovations

Asset managers can show genuine competitive difference by leading industry conversations around cutting edge investment innovations. For example, HSBC’s 2025 whitepaper in partnership with Calastone, Marketnode and Northern Trust, on tokenized portfolios illustrates how blockchainfractional ownership appeals to Asia’s HNWIs, by giving them ready access to illiquid assets like private equity. 

Content marketing around tokenization educates investors on benefits such as enhanced liquidity and transparency, differentiating HSBC in the market by demonstrating the benefit of being an early adopter in a competitive market.

Building Asian and global investment brands

According to the Global Head of Marketing & Sales at Korea’s Mirae Asset Global Investments, Blair Abbott, successfully building an investment brand in the highly competitive and constantly shifting landscape where capturing investor attention is the prize requires crafting a powerful story and articulating its value proposition.

The challenge was to take Mirae’s position as the leading Korean ETF provider and build it into a recognised global ETF major player. Mirae is now the world’s 12th largest ETF provider with US$140 billion in assets under management (AUM)

Abbott points out that as the battle for investor attention has increasingly shifted online, digital engagement with investors has become the new frontier. 

He said that by leveraging cutting-edge digital tools such as data analytics, targeted content delivery, and AI, asset management brands can engage with investors in meaningful and memorable ways.

“In 2025 and beyond, a firm must navigate the digital landscape cleverly, analyzing investor behaviours through sophisticated data analytics to craft strategies that effectively capture attention in a crowded marketplace. AI-powered tools enhance marketing efforts efficiency and creativity, enabling more dynamic and responsive interactions with investors.” Abbott. 

 What this all means for asset managers

Asian asset managers face equally important and competing challenges. They must navigate a fragmented regulatory landscape and capture investor opportunities in the world’s fastest-growing wealth market. 

Content marketing has emerged as a vital tool for asset managers to promote thought leadership and foster client trust through data-driven research and harness digital innovations like AI hyper-personalisation and tokenization.

Partnering with finance marketing experts: The Dubs Agency

Navigating the complexities of financial digital marketing is daunting. At The Dubs Agency, we specialise in helping B2B finance brands unlock the full potential of strategic digital marketing. From data-driven campaigns to personalised lead-gen strategies, we deliver results you can measure. Ready to transform your marketing efforts? Contact The Dubs Agency today to learn how we can help.

The post How Asian asset managers are mastering thought leadership content marketing in volatile times appeared first on Financial Marketer.

For insurers in Singapore and across Asia (as well as the rest of the world), these changes bring both challenges and opportunities. Strategic digital marketing has emerged as a solution that supports the objectives of both marketing and sales teams, even in resource-constrained environments.

Understanding the landscape in B2B insurance marketing

Singapore is actively positioning itself as an insurance hub in Asia, with the finance and insurance sector being one of the main contributors to the increase in GDP in 2024. This growth is mirrored across the Asia-Pacific region, with the insurance market expected to reach a projected market size of US$2.06tn in 2025. Health and life insurance products dominate, reflecting shifting consumer priorities.

A significant driver of this growth is the move towards digital distribution channels. Research shows that 69% of insurance customers globally search online before scheduling an appointment. In Singapore, this trend is particularly pronounced, as digitalisation is expected to boost revenues for top insurers by streamlining operations and enhancing customer engagement.

Competitive pressures and growth challenges

In Singapore and Asia, where markets are highly competitive, insurers face the dual challenge of acquiring new customers and retaining existing ones. Given B2B customers are shifting online to explore their insurance needs, ignoring digital marketing is no longer an option; the absence of a robust online presence means missed opportunities.

Expanding reach through targeted campaigns 

Digital marketing reaches beyond your traditional customer base. By leveraging data and AI tools, you can identify and target audiences who may not yet be in the market but are likely to convert in the future. Paid media campaigns combined with content marketing keeps your brand top-of-mind for prospects as they move through the decision-making process.

Furthermore, some insurers leverage AI to significantly reduce operational costs and time. AI  analyses vast datasets to identify customer behaviour patterns, facilitating the development of highly personalised insurance products. 

In Singapore, for instance, the General Insurance Association estimates around one in five claims the industry receives are either false or inflated, costing the industry around S$140 million (US$101 million) a year. To combat fraud, insurers use AI-driven predictive analytics software to process thousands of monthly claims. 

Another example is AI algorithms analysing consumer behaviour to predict future insurance needs, enabling personalised product recommendations. Insurers like NTUC Income have leveraged AI-powered chatbots to handle customer queries efficiently, freeing up resources for more complex tasks. 

Nurturing relationships in a competitive environment

Digital channels excel at nurturing leads through consistent, personalised communication. Email marketing, retargeting campaigns, and social media outreach enable you to maintain engagement, build trust, and ultimately drive conversions. For example, a tailored drip email campaign can keep your brand relevant while addressing the unique needs of potential clients.

Cost-effective and efficient lead generation

Many insurers perceive lead generation as costly, but digital marketing proves otherwise. Gated content, webinars, and targeted ads allow insurance marketers to capture high-quality leads while optimising their budgets. Using analytics tools like Google Analytics or HubSpot, you can track performance in real-time, adjusting strategies to maximise ROI.

How strategic digital marketing supports marketing and sales teams

For marketing teams in Singapore and Asia, where resources can often be limited, digital marketing provides a scalable, efficient way to achieve goals. It eliminates guesswork by leveraging data to guide decisions, ensuring every dollar spent contributes to measurable outcomes. Campaigns designed with marketing automation tools also reduce the burden of manual effort, allowing small teams to achieve more with less.

From a sales perspective, digital marketing delivers qualified leads directly to the pipeline. With advanced segmentation and AI-driven insights, sales teams can focus their efforts on prospects with the highest likelihood of conversion. Integrating marketing and sales efforts—enabled by tools like CRM systems and shared analytics dashboards—creates a seamless handoff, improving win rates and shortening sales cycles.

Staying competitive: Insights for insurers

Here is how to thrive in this changing environment:

• Invest in data and AI: Harness the power of analytics to understand audience behaviour, predict trends, and personalise marketing efforts.
• Prioritise content marketing: Establish your authority through blogs, whitepapers, and case studies that address industry pain points.
• Leverage marketing automation: Streamline lead nurturing and customer engagement to save time and resources.
• Collaborate across teams: Foster alignment between marketing and sales to ensure consistent messaging and optimal results.
• Measure and optimise: Use performance metrics to track success, identify areas for improvement, and refine campaigns for better outcomes.

Partnering with experts: The Dubs

Navigating the complexities of digital marketing in the insurance sector can be daunting. At The Dubs Agency, we specialise in helping B2B insurers unlock the full potential of strategic digital marketing. From data-driven campaigns to personalised lead-gen strategies, we deliver results you can measure. Ready to transform your marketing efforts? Contact The Dubs today to learn how we can help you stay competitive and drive growth in this dynamic environment.

The post The future of Asian B2B insurance marketing is digital and AI powered appeared first on Financial Marketer.