Rosie Guest on client engagement and marketing focus in 2026
Expect a bigger push for in-person, authentic connections, bold and innovative ideas, and seamless digital storytelling in 2026. Top trends include embedding AI into processes, tailored client experiences, renewed focus on sustainability and ESG in some regions, and increased investment activity in others. Staying agile and open to experimentation will be key for asset managers navigating these changes.
Throughout 2025, client expectations continued to evolve, with hyper-personalisation emerging as a defining theme. From a marketing standpoint, asset management professionals increasingly preferred social media engagement over traditional email, reflecting a shift towards more dynamic, interactive channels. At the same time, we all saw search trends change dramatically: reliance on traditional search engines declined as clients embraced generative AI tools such as ChatGPT and Perplexity to obtain highly specific, tailored insights. Both buy-side and sell-side firms will need to adjust their strategies to stay relevant in the world of LLMs and GEO – in some industries traffic is down by up to 60%, with the average for B2B financial services at around 30%. This will have a big impact on visibility in 2026.
Authentic connections
After years of digital saturation in the immediate post COVID era, there was a notable resurgence of in person, high touch events and we will only see more of this into 2026. Clients are increasingly seeking authentic, human connections with people and brands, and highly tailored in person experiences became a powerful differentiator. LinkedIn remains a key driver for engagement in the space. We are seeing an increase in appetite for content that challenges the status quo and long-standing industry assumptions, indicating the market has an increasing appetite for change and innovation - generic insights and analysis don’t cut through the noise, people are looking for bold ideas and for brands (even in B2B) to think differently. There is growing curiosity around the digital assets space, we have seen an explosion of interest in our Apex Digital 3.0 solution, with which we are redefining access to on-chain finance and giving clients the confidence to innovate within a framework they can trust.
Digital storytelling
From a sector perspective, demands for transparency also remained dominant, particularly across Europe, where social responsibility continues to be a key differentiator and another area for engagement. From a marketing lens, clients expect seamless digital experiences paired with value driven storytelling. Regionally, we also observed increased consumption of specialised content formats, reflecting the desire for relevance and depth - this is where events come to the fore, and people-focused storytelling leads the way.
Big focus areas for clients in 2026
Looking ahead, clients are concentrating on four key priorities that will shape their strategies:
- Digital transformation: Embedding AI and analytics into operational infrastructure, product offering, and go-to-market strategy will help drive efficiency and engagement. The ability to respond to market movements, not just in real time, but with advanced predictive analytics, will start to reshape the investment management space. Technology platforms enabling cross border collaboration, scale, and access to digital assets will come to the forefront. Trust is going to be key - there are many new players entering the market, yet a highly regulated space requires confidence in partnership to explore new ways of accessing capital. Brands servicing this space will need to work hard to set themselves apart but in a way that reinforces confidence and assurance.
- Client experience: Both buy and sell sides are looking to further build trust and loyalty through transparency - personalisation and renewed emphasis on in person interactions are going to be central to successful growth strategies. Products that are considered ‘useful’ in helping clients navigate change will propel those firms that can deliver them successfully, to new heights above their competition.
- Sustainability and ESG: Moving beyond compliance to differentiation is going to be important. While ESG took a hit in 2025, it’s increasing in importance again especially across key investment jurisdictions in Europe (though still less so in the US market). Products that help clients meet regulatory and reputational goals remain key, particularly in Europe - and as is the theme for 2026, AI will be embedded in this too.
- Regional: There will continue to be a surge of investment activity across the Middle East, driven by an increase in interest in local LPs and GPs alike, making the region a focal point for capital flows. This notion is reinforced by our own marketing insights where we saw an uptick in Middle East content engagement across our platforms in 2025 (40% vs average 20% for other locations) and strong attendance and participation in our Apex Invest Middle East event, held in Abu Dhabi in November this year and is only set to continue into 2026.
To stay competitive, asset managers need to be bold with their choices when it comes to innovation, technology, and asset classes. Changes are going to come into place quickly, and much like in the marketing space – you need to be able to experiment, but with a suitable risk appetite. A healthy balance of embracing the new, with caution, will likely give managers a competitive edge in 2026 as we explore new ways of investing in the AI era. Global connectivity remains key, and the democratisation of assets will shift the dial with regards to speed and create new access to capital in record time.
