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Fund Forward

Once Again, Fidelity Marketing Machine is Right on the Money

When Fidelity recently announced that its assets under management grew 9% since the end of 2008 to $1.4 trillion and that its market share, already formidable at 11.7%, has now topped 12.4%, pundits scoffed that it was Fidelity's money market funds that drove this growth.

Those funds are no folly, and that growth was quite deliberate.

Throughout 2008 as the market tanked and investment managers' assets declined 40% or worse, CEOs and CIOs told investors to stay the course and to sagaciously take heart in the historical performance of the stock market.

Fidelity joined that august chorus, but added another strategic wrinkle. The fund giant never went against the industry's traditional buy-and-hold mantra, but rather than stand idly by and watch its customers' fortunes disappear, it did ask investors to revisit their risk tolerance. It reminded them of its storied name and 63 years of business. It offered investors budget advice and promoted the idea of saving. And it aggressively marketed its money market funds, even certificates of deposit-a first for a mutual fund company.

Thus, by touting its longstanding stability and trusted brand name amid the worst market returns since the 1930s and gently nudging investors to reassess their true tolerance for risk, Fidelity succeeded in steering investors to its money market funds.

In fact, $521 billion, or nearly 40% of the $1.358 trillion that Fidelity has under management, is in money funds, more than double the money fund assets it managed in 2005. Fidelity's biggest money fund, Fidelity Cash Reserves, has $138 billion under management, nearly three times the $52 billion that Contrafund, its biggest equity mutual fund, boasts.

True enough, the margin on money market funds is low to begin with, and now in negative territory for fund companies assuming the fees to make up for low yields, but even if Fidelity cannibalized its equity fund business to shift assets to its money funds, at least its customers have held onto a decent portion of their portfolios.

That gives them reason to celebrate and to congratulate Fidelity with their continued business once the market turns around.

 

(c) 2009 Money Management Executive and SourceMedia, Inc. All Rights Reserved.

http://www.mmexecutive.com http://www.sourcemedia.com/

Recent Posts

Mutual Funds Must Go High-Tech-v. 3.0

Over the last number of years, mutual fund transfer agencies and shareholder communications companies have tried to convince shareholders to accept paperless summary prospectuses, proxies, trade confirmations and electronically stamped signatures. Fund supermarkets and web home pages have broadened their horizons to include market commentary, videostreaming and personal financial news. At the same time, exchange-traded funds, funds-of-funds, hedge FoFs, unified managed accounts, target dates, 401(k) auto enrollment and heightened awareness among people throughout the country of the difficulties of being retired-have taken off.

Test of the Massey Mine

Fund giant boards of directors at AllianceBernstein, American Funds, Fidelity, Vanguard and others are reportedly starting to bring about meaningful change in the corporations in which they are invested. Proof should come any day now, when the shareholder proxy votes from the annual meetings are released. Fund chief executive officers spoke about the power and influence their proxies wield in an interesting Reuters article last week, "Mutual Funds Seek to Shed 'Rubber Stamp' Tag."

Milestones

In 2011, 401(k) plans will turn 30, but the milestones the mutual fund industry has reached in this time are but a nanosecond in the history of U.S. retirement policy. Executives we interviewed for this special edition of Money Management Executive for the Investment Company Institute's meeting in Washington, speak to important milestones of the recent past and into the future. Look inside for observations and forecasts by Ted Benna, Robert L. Reynolds, Dan Fuss, David C. John, Steven Miyao and others.

At Age 30, It's Time for a Revamping for the 401(k)

This year marks the 30th anniversary of the 401(k), the revolutionary retirement savings vehicle that has been annihilating pension plans, empowering individuals to take part in the stock market-and, sadly, that left retirees with the misfortune of leaving the workforce in 2000 or 2008 very badly off. The cracks in the system are prompting many asset managers, regulators and retirement experts to take a hard look at 401(k)s and how they can be fixed.

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