Picton Mahoney Asset Management, a $7.5-billion, employee-owned firm with deep hedge-fund expertise, faced a major opportunity when regulatory changes allowed liquid alternatives to be marketed to everyday investors. While the firm had a long track record in alternatives, its brand was less recognized among mainstream advisors who were about to be overwhelmed by new products from major financial institutions with limited hedge-investing experience.
Research showed that advisors were under pressure to meet return targets but lacked the knowledge to fully leverage the new regulatory shift, creating both a gap and an opening. The solution was to launch “Fortified Investing,” a branded investment approach that unified Picton Mahoney’s liquid alternative funds, mutual funds, advisor education, and thought leadership under a single, differentiated platform. The strategy emphasized Picton Mahoney’s depth in alternatives by contrasting it with the limited track record of new entrants, while the creative platform used a chemistry metaphor—captured in the line “The chemistry of alternatives”—to express the precision, sophistication, and expertise required to invest successfully, ultimately positioning Picton Mahoney as the stronger, more credible choice in a rapidly evolving market.
Research showed that advisors were under pressure to meet return targets but lacked the knowledge to fully leverage the new regulatory shift, creating both a gap and an opening. The solution was to launch “Fortified Investing,” a branded investment approach that unified Picton Mahoney’s liquid alternative funds, mutual funds, advisor education, and thought leadership under a single, differentiated platform. The strategy emphasized Picton Mahoney’s depth in alternatives by contrasting it with the limited track record of new entrants, while the creative platform used a chemistry metaphor—captured in the line “The chemistry of alternatives”—to express the precision, sophistication, and expertise required to invest successfully, ultimately positioning Picton Mahoney as the stronger, more credible choice in a rapidly evolving market.
