Mutual Funds Emerging Trends

Mutual Funds Emerging Trends
Mutual Funds Emerging Trends

by Tanushree Jaiswal Last Updated: Aug 31, 2023 - 06:11 pm 269 Views
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The mutual fund distribution sector is changing as a result of shifting consumer tastes, technology improvements, and market forces. The environment is changing towards a more diversified and dynamic ecology as we explore further into the new trends. In this article, we examine the major factors that are changing mutual fund distribution and talk about how they affect buyers, sellers, and asset management firms (AMCs).

Rise of Smaller Distributors and IFAs

The growing importance of smaller distributors and Independent Financial Advisors (IFAs) is one notable development. These agents are gaining an increasing amount of commissions and AUM, and are frequently identified by their AUM (Assets Under Management) of less than Rs5 billion. As smaller businesses acquire traction alongside established national distributors, this change may indicate a democratisation of the distribution sector. Investors seeking specialised investment advice like them because of their capacity to offer personalised services and local knowledge.

Banking Channels and Consolidation

In the past, banking channels were crucial for the distribution of mutual funds, but this dynamic has changed in recent years. While private banks and international banks saw reductions, public sector banks, headed by SBI, saw growth in their commission/AUM share. Notably, HDFC Bank is an exception, continuing to keep a solid position in the distribution industry. The largest banks are strengthening their position and controlling a higher portion of the total commissions generated, which may indicate a change in the sector's sway.

Diversification of AUMs Across AMCs

Large independent distributors are changing their strategy by spreading their AUM among several AMCs, such as NJ and Prudent. This tactical choice may improve their capacity to satisfy a wider range of investor preferences and maybe lower the dangers connected with an excessive dependence on a single AMC. This tendency towards diversification is consistent with the shifting investing environment, as investors look for a range of solutions to meet their financial objectives.

Distribution Commissions Under Scrutiny

The industry-level commissions shared with distributors have decreased as a part of TER (Total Expense Ratio), indicating that distribution commissions have stayed under control. This modification demonstrates a move towards a more investor-centric strategy that prioritises customer retention over maximising commissions. A mature market that prefers long-term sustainable development to short-term aggressive strategies is shown by the focus on preserving profitability on both the front and back books.

Rise of Direct (Commission-Free) AUMs

The rise of direct investing, when investors invest directly with AMCs instead of middlemen, is a noteworthy upheaval. Direct AUMs now account for over 25% of total AUMs, up from 16% in March 2019. This increase reveals a rising desire among investors for more control and cheaper prices. Additionally, it creates favourable conditions for the development of digital distribution methods, which might change the face of the sector in the years to come.

Digital Transformation and Disruption

The distribution of mutual funds is one of several businesses being transformed by digital disruption. Traditional distribution strategies are under threat from new competitors that are concentrating on digital platforms, passive funds, and originations powered by technology. These digital-first methods appeal to a younger generation of investors who are at ease with technology-driven solutions since they are convenient, approachable, and affordable.


A tsunami of change is currently sweeping the mutual fund distribution landscape, driven by a variety of causes such as technology developments, shifting investor preferences, and regulatory changes. The sector is at a turning point as smaller distributors gain traction, conventional banking channels change, and direct investments increase. The mutual fund distribution industry is anticipated to change gradually, influenced by variables including sustained fund performance, investor education, and regulatory frameworks, despite the fact that digital transformation provides significant possibilities for disruption. The path forward will be formed by a careful balancing act between investor protection and innovation, paving the way for a more open and vibrant mutual fund distribution environment.

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About the Author

Tanushree is a seasoned professional with 6 years of experience in the Fintech and Edtech industry.


Investment/Trading in securities Market is subject to market risk, past performance is not a guarantee of future performance. The risk of loss in trading and investment in Securities markets including Equites and Derivatives can be substantial.
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