Axa is rolling out a £1m ad campaign for its core funds, including its distribution fund which is celebrating its 25th anniversary in July.
Other funds to be included in the campaign are the deferred distribution fund, the reserve fund, the property fund, the high-yield distribution fund and the higher-income fund.
The campaign, which is costing Axa £1m this year, will involve advertising, online promotions, direct mail and other promotional events.
Research conducted by Axa among IFAs shows that consistency, strength and reliability are at the core when planning a client's portfolio.
IFAs say they are seeing a rise in interest in equity-based investments although a level of caution is evident, with the memory of harsh investment lessons over the past few years still fresh in consumers' minds.
Investment marketing manager Mike Mumford says: “An increasing number of people are expected to venture back into equities. However, investors are more wary about diving straight back into volatile investments following several years of tough market conditions.”