Qualitas sales lead exits industry

After 25 years in asset management working with top-tier funds like BlackRock and Robeco, Tom Keenan has said goodbye to the industry and moved to a software and IA firm.

Keenan has joined Forum 360 as chief revenue officer after noting that the distribution role in funds management had gotten way harder than before

"We are all swamped with information, clients have less time for meetings, and at times it feels like no one is listening," he said.

"Building strong connections with clients and becoming their trusted adviser has gotten tougher in the digital age ... If it wasn't, I wouldn't be making this change."

Kennan has departed from Qualitas, where he was head of international wholesale capital for nine months before quitting the sector.

Before that, he was head of retail distribution at MLC Asset Management.

He previously spent three years at Robeco, most recently as chief executive of its Singapore business and regional head of wholesale Asia ex-Japan.

Earlier he did an 11-year stint as BlackRock's head of private banking distribution.

As a salesperson, Keenan is in pole position to notice that the hurdles for success in distribution are harder to clear.

He predicts a drop in distribution roles as the rise of AI will automate much of the process - particularly at the junior level.
"No matter how good you are, unless firms are selling category-killing performance, a leading brand and a highly differentiated proposition, then every sales pitch starts to sound the same."

Keenan claims trust in asset management's ability to outperform has never been weaker and stated that sales methods need to evolve to do a better job of cutting through the "noise."

"The old way is no longer enough. That is the opportunity I am pursuing."