The company, which was taken over by the Evolution Group last year, will promote the four assetmaster funds to advisers through its first advertising campaign in the trade press over the next two and a half months.
It is also in talks to make them available through the Cofunds and Fidelity Funds-Network platforms. The fund range is already obtainable through Transact, AIG Life, Ascentric, Selestia Investment Solutions and The Bigger Picture investment platforms.
Earlier this year, all four assetmaster funds were awar-ded S&P A-ratings and this was also a factor in WdB’s decision to raise their profile among IFAs.
WdB thinks the time is right to widen its investor base. It says it wanted to get its investment process and administration right before actively marketing the funds but will be selective in its choice of distribution partners.
Williams de Broe’s investment director and head of assetmaster Laurence Boyle says: “Some of the leaders in funds of funds are on every platform and third-party link. We are a boutique so we also have to look at the commer-cial issues.
“Some of the platforms do not really promote your funds, but for us, there is no point in going on them if none of the IFAs know who you are.”