In what has been a challenging period, much of Fidelity’s service success comes from its consistency, and its “firm-to-firm” client engagement, rather than a “one-size-fits-all” approach.
“Hong Kong intermediaries have very specific needs, which are often different within Apac markets, and so consistency around partnering with clients according to their needs has been key,” said Marcella Pun*, head of Hong Kong Intermediary Business, Fidelity International. This aligns with its ambition to be the strategic partner of choice for Hong Kong.
Demand for income investing
“A key theme for us in the past year has been income investing,” said Pun (pictured). This demand for income has been driven by clients, and Fidelity is one of the few investment managers with income solutions across all asset classes and risk levels.
Much of its sales effort in 2024 centred around three flagship funds – US Dollar Bond, Global Income and Sustainable Global Dividend Plus – with the aim of raising awareness and promoting their benefits as consistent sources of income.
Supporting this effort was Fidelity’s digital-first income marketing campaign, which aimed to help investors reframe their investment thinking and consider the role of income in their portfolio. This campaign performed strongly, the success of which can be attributed to its digital-first delivery and content strategy centred on education about the benefits of income investing.
“We also launched a lead funnel email journey to deliver insights on income investing for more one-to-one engagement. This included our new client eDM series, “Asia Monthly”, covering the hottest market topics in Asia, to promote our Asia investment expertise and support retention,” said Pun.
A key measure of success is inflows, and more investors started to move their money back into the markets. Fidelity’s focus on client engagement was reflected in the results for its Hong Kong wholesale business in 2024, with gross subscriptions doubling compared to 2023 (up 119%).
Supporting client events
Fidelity also continued to engage with key clients by supporting their proprietary events, “as this provides an excellent opportunity for us to share our thought leadership, showcase our investment expertise, and develop solutions that meet our clients’ needs,” said Pun.
Fidelity placed significant emphasis on its larger flagship events, such as its annual Global Market Outlook, where it hosted over 250 clients from our key wholesale and private bank distributors.
“This event continues to be an excellent way to bring our leading investment experts closer to our clients, helping them to understand our capabilities and to position their portfolios for the year ahead,” said Pun.
*Fidelity International won the 2025 FSA House Award for Excellence in Service in Hong Kong.
