Fund Intelligence Highlights Dimensional’s Digital Transformation
A look inside DFA’s digital transformation
$579bn fund group aims to bring long-standing message to wider audience while improving client portal for advisers
Fund Intelligence | Ben Strack | December 17 th, 2019, 1:06 pm
Dimensional Fund Advisors has set a “digital transformation agenda” to bring its marketing strategy in line with clients’ evolving needs.
The $579bn fund group’s strategic priority, referenced in various DFA LinkedIn job posts over the last several months, involves investing in new ways to deepen client engagement and profitability through digital channels. The active manager is modernizing its client portal and making its message more accessible to all.
A head of digital marketing job listing posted a month ago notes the factor-focused Texas firm aims to “create an impeccable digital ecosystem that will help clients adopt the Dimensional investing lens as their own and apply it to help the investors they serve.”
Among the first forays into revamping its online footprint came when the firm launched its public website four years ago, Karen Dolan, DFA’s head of global marketing, said in an interview with Fund Intelligence.
The firm’s growth has largely come through word of mouth across its 38-year history, Dolan noted. But a few years ago, financial advisers working on the front lines with end-investors began to express that they needed more information that they could easily reference and share.
“The content that we’re putting out there and getting onto digital is really intended to arm the professionals who are working with the full range of investors in helping them see markets through a different lens,” Dolan said.
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