Fund Communications Guidance – applying the principles


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It is now 4 months since the IA issued guidance on fund communications to member firms in response to the FCA’s Asset Management Market Study Final Remedies. The importance of the way that firms communicate with investors is a recurring theme in the FCA’s policy statements and is underlined by Andrew Bailey, CEO, FCA: “The effectiveness of communication with consumers is, in my experience, a test of culture”.

The Fund Communication Guidance was informed by customer testing and this webinar will share some of the detail of the research to provide greater context to the guidance and the rationale for the approach that is outlined. It should provide member firms with a deeper appreciation of the customer perspective.

We will also look at practical challenges firms might face in implementing the guidance and how these might be addressed. For some this will be about the gatekeepers to the process of reviewing and updating objectives and policy; there also needs to be a framework that ensures consistent application of appropriate language across the customer journey.



  • Quick re-cap on the purpose of the guidance and how to apply it
  • A brief reminder of the regulatory landscape and reference points
  • Customer insight in more detail as it relates to the guidance
  • Practical challenges and approaches
  • The opportunity to put questions throughout

Marketing and product teams challenged with writing and reviewing language in customer facing documentation - to get a clearer understanding of the practical application of the guidance.

Compliance practitioners, individuals tasked with delivering against product governance or culture agendas - and who want insight into customer understanding.
iNEDs who will have responsibility for assessment of value – clearly articulated outcomes will anchor customer expectations and this could form part of their on-boarding
Anyone who needs a better understanding of how customers think!

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