Roskow Newsletter Archive

Colonial First State: giving us MORE, or treating us like MORE-ONS?

Wednesday, February 03, 2010

Colonial First State have released a new television commercial, promising to deliver you more...but in our opinion more of the wrong things.

If you've watched a bit of TV lately, you may have seen Colonial First State's new commercial (if not, click here to view).  They have something different to deliver compared to all other fund managers - more. 

They have more people, in more places; more experience, more research to give you more confidence, more opportunities, more investment power.  They close by saying that they're Australia's biggest fund manager they can give us more because they have more to work with.

Colonial First State, bring it in tight for a moment and listen carefully.  We don't want more power - if we trust you with our client's money, we want more RETURNS.  We want you to deliver more returns than a passive fund manager that has less people, does less research and charges far less fees than you do.

Are you delivering more returns than the competition?  If you were, I'm sure you'd be telling us all about it.  I guess you're not.

Having more people on your staff means a higher wage bill.  Paying for experienced staff means a higher wage bill.  Doing more research means higher running costs.  These costs are borne by my clients, the investor, so do me a favour start focusing your energy on delivering more returns, not power.  Until you do start showing us that you're delivering more returns, for me to recommend your funds, I'd have to be a complete MORON.