Many investors view asset managers and fund offerings as similar – the CMA provides asset managers a chance to differentiate.
The CMA provides immediate liquidity – this unique functionality reduces the need to compete on price.
The asset manager can get previously unavailable insight into its clients and their financial behavior, notably their cash holdings and spending patterns.
The CMA enables asset managers to leverage its cash management offering to acquire and retain new clients.
The CMA is an excellent entry level product to convert savers into investors – just as the CMA appeals to clients with substantial cash assets.