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CF gears up for growing IFA interest

Multi-manager City Financial has upgraded its website to handle increasing IFA interest following the acquisition of two funds of funds from Neptune last October.

Multi-manager City Financial has upgraded its website to handle increasing IFA interest following the acquisition of two funds of funds from Neptune last October.

City Financial did not initially have much of an IFA presence but after acquiring the Neptune portfolios, managed by John Husselbee of North Investment Partners, interest from a handful of advisers grew almost overnight to over 1,000.

The company realised it needed to improve the content on its website as its small team was becoming inundated with questions from advisers, particularly in relation to its multi-manager income fund. The website at www.cityfinancial. now provides more information for IFAs.

The new capabilities section on the site categorises funds into the firm’s core areas of multi-manager and strategic fixed income. Links are provided to monthly fund factsheets which can also be accessed through the literature section.

Chief executive Andrew Williams says the goal was to be streamlined. It was also important for the company to convey its independence, as it is not owned by a bank or insurance company that may have felt the impact of the credit crunch.

Williams says: “We approached the designers with ideas of clear and crisp communication of who we are and what we do. We wanted to express that these are nimble, straightforward funds that are carefully managed and do what they say on the tin.”


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