Digital Strategy in the Asset Management Industry : Strategize your Digital Transformation; A Case Study

Abstract: Digital transformation is an advancement in the wake of digitalization and have affected many industries and organizations during the recent decade. Due to both internal and external factors, this transformation is currently hitting the financial institutions and the asset management industry. Pressure from newcomers in the industry that have utilized the new technology and are taking over market share from larger banks. For asset managers to be able to hold on to their position in the market they will have to develop firm and sustainable digital strategies alongside the technological development. Regulations are toughening the industry and it is ever as important to report correct information about all your products. This thesis project will focus on asset managers who are facing such digital transformation and look at the key drivers of the digital strategy. The research was conducted via a qualitative method using interviews to gain further understanding of what the key driver are and the issues a legacy technical system can have on a team in asset management. The results found indicates the importance of adopting a digital strategy that is fit for the digitalization wave happening in the industry. Three main drivers were found to be most relevant, Human Capital, Digitalization \& Technology, and External Factors. The importance to focus on these three drivers when constructing the digital strategy is argued. The analysis has been in cooperation with an asset manager, however the digital strategy drivers could also be applied on other industries that are facing digital transformation.