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Carby firm aiming for simple way to match risk profiles

Caerus founder Keith Carby says the firm will target mid-market investors when its portfolio management subsidiary, Caerus Portfolio Management, unveils the first of its “simple” in-house investment funds this month.

Caerus, which launched in September, has attracted over 200 advisers across the group, which includes Caerus Wealth, Caerus Intermediaries and Caerus Portfolio Management. Carby says a fourth arm will be added shortly.

He says Caerus Portfolio Management’s 10 funds, which will be launched in the next three months, will make it easier for advisers to make an accurate risk assessment of the investments and match them to clients’ risk profiles.

He says: “There are about 6,000 retail funds out there and at the moment it is very difficult for advisers to know what they are investing clients’ money in. Our funds are going to be simple and I can guarantee they will do exactly what they say they will do.”

Carby was chief executive of Openwork from 2007 to 2009, when he left amid reports of tension at senior management level over the future ownership and direction of the business.

Carby has brought Allium Capital in to help design its portfolio management funds and select investment managers.

Allium managing director Ronan Kearney says the business model will deliver price competition in fund management. He says: “We have put something forward here that is fairly radical. This is about the aggregation of buying power to benefit consumers.”

Radcliffe & Newlands chartered financial planner Mel Kenny says: “It is a way of creating embedded value in the business by increasing stickiness of assets and transferring price power from traditional fund managers to financial advisers. The industry is likely to see more and more of this.”


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