The Industry Moves in Packs: Why Fund Marketers Are Rethinking Compliance Together 

In the world of asset management, there’s a quiet truth that everyone understands but few say out loud: the industry moves in packs. Whether it’s launching ESG strategies, adjusting to new regulatory regimes, or entering new markets, no one wants to be too far ahead—or too far behind. 

That instinct has served the industry well in many ways. But when it comes to compliance with fund marketing regulations, it has also created a challenge. With so many firms waiting to see what peers are doing, the pressure builds all at once, especially when regulatory scrutiny increases or enforcement makes headlines. 

The Herd Effect in Fund Marketing Compliance

Take recent regulatory actions targeting marketing materials. In 2024 alone, authorities issued record fines for misleading or non-compliant fund promotions. Suddenly, the pace shifted. Firms that had been watching from the sidelines began mobilising. Everyone wanted to know: Are we exposed? Are our disclaimers sufficient? What are others doing? 

This reactive posture creates unnecessary strain. Compliance teams scramble, reviews bottleneck, and legal counsel field the same questions dozens of times. It’s a scenario the industry knows all too well. 

However, some firms are opting for a different approach. 

A Quiet Shift Toward Proactive Review 

Rather than wait for regulatory pressure or market consensus, many asset managers are moving pre-emptively to strengthen their marketing material compliance processes. They’re doing it not with more headcount, but with better systems. 

At Zeidler Group, we’ve seen this firsthand. Since launching our Marketing Material Review Tool (MMR-Tool) in early 2024, hundreds of regulated firms globally have adopted it. Not because it was trendy. But because it offered something practical: a scalable, lawyer-backed, jurisdiction-specific solution for reviewing marketing content before it becomes a problem. 

Why the Early Movers Are Gaining Ground 

By putting structured compliance processes in place, these firms benefit from: 

• Reduced review cycles, with automated checks that align with global regulatory requirements; 

• Less internal uncertainty, thanks to built-in legal commentary and audit trails; and 

• Greater confidence in expanding marketing activity across borders. 

They’re not just protecting themselves. They’re freeing up time to be creative and bold, while staying compliant. 

And while the industry may still move in packs, it’s often the quiet leaders who set the direction. 

Rethinking What It Means to Be Ahead 

Being ahead in compliance doesn’t mean being louder. It means being prepared. Our MMR-Tool is designed for firms that want to lead thoughtfully, protect their brand, and operate with clarity,even when the pack is still catching up. 

Compliance is no longer a cost of doing business. It’s an asset. 

Want to explore how leading firms are managing their marketing material reviews?

Speak with our regulatory technology team to learn more about the MMR-Tool.