Regional Digital Transformation: Asset Management in Emerging Markets

Navigating Complexity and Opportunity

Emerging markets represent one of the most dynamic and high-potential frontiers for asset management. Rapid economic growth, expanding middle classes, and increasing digital adoption are fueling new opportunities for asset managers. Yet, these regions also present a unique set of challenges: regulatory complexity, infrastructure gaps, and diverse client expectations. Success in these markets requires more than simply replicating Western digital strategies—it demands a tailored, regionally nuanced approach that balances innovation with local realities.

Understanding the Regional Landscape

Emerging markets are defined by diversity—in culture, regulation, and technology infrastructure. Regulatory frameworks can be fragmented and subject to rapid change, while digital infrastructure may range from world-class in urban centers to nascent in rural areas. Client expectations are evolving quickly, driven by exposure to global digital experiences and the proliferation of mobile technology. Asset managers must navigate this landscape with agility, balancing the need for innovation with the realities of local compliance, data privacy, and client trust.

Omnichannel Engagement: Meeting Clients Where They Are

Investors in emerging markets are increasingly digitally savvy, but their preferences for engagement are far from uniform. While mobile-first solutions are often essential—89% of investors globally now prefer to invest using a mobile app—face-to-face and phone interactions remain important, especially among certain demographics. This highlights the need for seamless omnichannel experiences that blend digital convenience with human expertise.

• Accommodate local communication preferences by offering a mix of digital self-service, chatbots, and advisor-led channels.
• Ensure consistency and personalization across all touchpoints, leveraging data to anticipate client needs and deliver relevant content and advice.
• Adapt to regulatory and cultural nuances by enabling flexible front-end design and modular content management, allowing for rapid localization and compliance.

Mobile-First Solutions: Bridging Infrastructure Gaps

Mobile technology is often the primary gateway to financial services in emerging markets. However, digital adoption can be uneven, with some clients highly engaged and others just beginning their digital journey. To bridge this gap, asset managers should:

• Design intuitive, lightweight mobile experiences that perform well even on lower-end devices and variable network conditions.
• Leverage mobile onboarding and KYC tools to simplify account opening and compliance, reducing friction for new clients.
• Integrate mobile with other channels to ensure clients can seamlessly transition between self-service and advisor support as needed.

Building Trust in Accelerating, Yet Uneven, Digital Environments

Trust is the cornerstone of asset management, and it is especially critical in emerging markets where digital adoption is accelerating but not yet universal. Firms must:

• Embed robust data privacy and security controls into every digital interaction, ensuring compliance with both global and local regulations.
• Communicate transparently about how client data is used and protected, building confidence in digital channels.
• Empower advisors with unified client views and real-time insights, enabling them to deliver personalized, high-touch service even as digital engagement grows.

Modular, Scalable Digital Platforms: The Foundation for Growth

One of the most significant challenges in emerging markets is scaling digital platforms to serve multiple countries, each with its own regulatory and cultural context. Publicis Sapient’s work with clients like Ninety One offers a blueprint for success:

• Adopt modular, enterprise-grade content management systems (CMS) that support consistent brand identity while allowing for local customization.
• Integrate with sales and marketing tools to gain deeper insights into client behavior and preferences, enabling ongoing innovation.
• Develop reusable digital components and playbooks for rapid, compliant rollout of new features and country-specific sites.

For example, Ninety One’s transformation involved creating a flexible digital platform supporting 27 country-specific websites, each tailored to local regulatory and business needs. This approach enabled faster feature rollouts, improved global site performance, and set a new standard for client experience in the industry.

Leveraging AI and Data for Personalization and Compliance

Artificial intelligence and advanced analytics are transforming how firms understand and serve clients in emerging markets. By harnessing unified data platforms and AI-driven insights, firms can:

• Predict client needs and life events to deliver proactive, relevant advice.
• Automate segmentation and compliance checks to ensure personalized experiences are delivered securely and in line with local regulations.
• Continuously optimize digital journeys through test-and-learn programs, driving measurable improvements in engagement and conversion.

Best Practices for Digital Transformation in Emerging Markets

1. Break Down Data Silos: Integrate data across business lines and geographies to create unified client profiles.
2. Invest in Modern, Cloud-Native Platforms: Adopt scalable, secure, and flexible digital platforms that support rapid innovation and compliance.
3. Embed AI and Advanced Analytics: Use machine learning to drive smarter segmentation, predictive insights, and real-time personalization.
4. Foster a Test-and-Learn Culture: Continuously experiment, measure, and optimize personalization strategies to maximize impact.
5. Prioritize Privacy and Trust: Implement robust data governance, consent management, and transparent value exchange to build and maintain client trust.

The Publicis Sapient Advantage

Publicis Sapient partners with asset management firms to accelerate digital transformation in emerging markets. Our SPEED approach—spanning strategy, product, experience, engineering, and data & AI—enables clients to:

• Build resilient, future-ready operating models
• Deliver personalized, data-driven client experiences at scale
• Manage risk and compliance with confidence
• Sustain growth and innovation across diverse markets

Ready to transform your asset management business for the digital age? Connect with Publicis Sapient to start your journey in emerging markets.

Relevant Links

• Five Asset Management Trends for 2023
• Five Asset Management Trends for 2023
• Personalization at Scale: Overcoming Data and Regulatory Challenges in Asset & Wealth Management
• Cloud as a Catalyst: Transforming Asset Management Operations and Client Experience
• Personnalisation à grande échelle dans la gestion d’actifs et de patrimoine : relever les défis européens de la donnée et de la réglementation (Europe)
• Personalización a Escala en la Gestión de Activos y Patrimonios: El Futuro para América Latina (LATAM)