What is Sales and Marketing Strategy of Janus Henderson Company?

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What is Janus Henderson's Sales and Marketing Strategy?

Janus Henderson, a global asset manager formed in 2017, has a sales and marketing strategy focused on expanding its reach and capabilities. The firm manages assets for various client types worldwide across different investment strategies.

The company's approach is highlighted by strategic partnerships and acquisitions, aiming for both organic growth and market expansion. These moves are designed to enhance its service offerings and client base.

Janus Henderson's sales and marketing strategy centers on broadening its institutional and retail client engagement through strategic alliances and product development. A key recent development is its partnership with The Guardian Life Insurance Company of America, announced in April 2025. This collaboration involves managing a significant portion of Guardian's fixed income assets and includes substantial seed capital, bolstering Janus Henderson's presence in the insurance sector and its institutional reach. This strategic move alone resulted in US$46.5 billion in net inflows during Q2 2025, demonstrating the immediate impact of such alliances on its assets under management (AUM). As of June 30, 2025, the firm's AUM reached US$457 billion, marking a 27% increase year-over-year, a testament to its successful strategic initiatives and market performance. The company's 2025 strategic plan, 'Reaching more places,' encompasses both organic expansion and opportunistic mergers and acquisitions, such as the 2024 acquisitions of Tabula Investment Management and a majority stake in Victory Park Capital Advisors. These actions, coupled with a planned business-to-consumer multi-channel brand campaign for 2025, underscore a proactive and adaptable market presence. This strategy also involves enhancing its product suite, including offerings like the Janus Henderson BCG Matrix, to cater to diverse investor needs.

Janus Henderson utilizes a multi-faceted approach to its sales channels, catering to a global clientele that includes institutional, retail, and high-net-worth individuals. The company's distribution network primarily consists of direct sales teams, intermediary financial advisors, and dedicated institutional channels, reflecting a broad and diversified market penetration strategy.

Direct Sales and Intermediary Channels

Direct sales teams and intermediary advisors are crucial for reaching a wide range of clients. These channels are vital for distributing Janus Henderson's diverse investment products, from ETFs to specialized equity and credit funds.

Institutional Client Engagement

The institutional segment is a key focus, with strategic partnerships playing a significant role in asset growth. These collaborations are designed to expand assets under management and introduce new investment vehicles.

Digital Adoption and ETF Growth

There's a clear strategic emphasis on digital channels and the expansion of active ETFs. The company's position as a leading provider in the U.S. active ETF market, with substantial monthly inflows, underscores this commitment.

Geographic Distribution Footprint

Janus Henderson's assets under management are globally sourced, with North America representing a significant portion at 62%. Substantial contributions also come from Europe, the Middle East, Africa, Latin America, and the Asia-Pacific region.

Strategic Partnerships Driving Growth

Strategic alliances are instrumental in expanding market reach and assets under management. A notable example is the partnership with The Guardian Life Insurance Company of America, which contributed US$46.5 billion in net inflows in Q2 2025.

• Direct sales teams
• Intermediary advisors
• Institutional channels
• Digital platforms
• Strategic partnerships

The company's sales strategy is evolving with a focus on digital integration and the growth of active ETFs, as evidenced by significant inflows into these products. Despite a net outflow of US$1.2 billion in the intermediary channel in Q2 2025, overall gross sales across all channels saw an increase compared to the previous year. This indicates a robust Janus Henderson sales strategy focused on broad client acquisition and product diversification, a key aspect of their overall Janus Henderson business strategy. Understanding the Competitors Landscape of Janus Henderson provides further context to these sales and marketing efforts.

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Janus Henderson employs a comprehensive marketing strategy that blends digital and traditional methods to enhance brand visibility, attract new clients, and boost sales across its varied customer base. The company's approach is designed to resonate with different investor segments, from individual retail investors to large institutional clients. This integrated marketing effort is central to their overall Revenue Streams & Business Model of Janus Henderson.

B2C Marketing Offensive

In December 2024, Janus Henderson partnered with McCann Central for a significant B2C multi-channel marketing campaign planned for 2025. This initiative aims to elevate the company's market standing and brand recognition.

Integrated Creative Assets

The campaign will utilize a diverse range of creative marketing materials. This includes digital and static out-of-home advertising, digital display ads, print advertisements, engaging social media content, and targeted email marketing efforts.

Data-Driven Insights

Janus Henderson prioritizes a data-driven marketing approach, focusing on customer segmentation and personalization. This is exemplified by their 2024 Investors Survey, which sought to understand investor behavior in a dynamic market environment.

Knowledge Sharing and Engagement

The company actively shares its expertise through published insights and participation in industry events. They engage in discussions about the future of investing, positioning themselves as thought leaders.

Digital Footprint Expansion

There is a distinct emphasis on expanding the company's digital presence, particularly within the active ETF sector. This includes the launch of new products and targeted marketing campaigns.

Institutional Investor Focus

The company's branding initiatives, as noted by CEO Ali Dibadj in Q2 2025, are specifically designed to increase consideration among institutional clients. This highlights a strategic focus on a key market segment.

Product Marketing and Innovation

Janus Henderson's marketing strategy is closely tied to its product development and innovation efforts. The company aims to meet specific client needs through targeted marketing for its investment products.

• Launch of its first active ETF in Europe.
• Introduction of the Janus Henderson Asset-Backed Securities ETF (JABS) in the U.S.
• Targeted marketing for insurance companies' specific demands.
• Leveraging data transformation to optimize marketing efforts.
• Enhancing change initiatives through data-driven strategies.

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Janus Henderson positions itself as a premier global active asset manager, focused on delivering superior financial outcomes for its clients. The brand's core message, 'Investing in a Brighter Future Together,' underscores a client-centric philosophy and a commitment to long-term investment success.

Core Brand Proposition

The company emphasizes its active management approach, aiming to outperform passive strategies while managing risk and offering competitive fees. This is particularly relevant in an environment of potentially lower and more volatile market returns.

Differentiated Insights and Research

A deep-rooted research culture, informed by thousands of annual company meetings, is central to its investment positioning. This allows for the identification of distinct investment opportunities and the differentiation between them.

Brand Evolution and Client Connection

In 2025, a new brand platform was launched to further elevate the brand and strengthen client connections. This initiative reflects responsiveness to evolving client behaviors and the wealth transition across generations.

Marketing Recognition and Awards

The company's marketing efforts have been recognized with accolades, including two Gramercy Institute Strategy Awards in March 2025 for interactive email marketing and paid media strategies. Its North American Marketing Team also received the 'Asset Management Marketing Award: Large Cap Business-to-Multi-Audience' in December 2024.

The brand's identity is further reinforced by its global presence, diverse client base, and a robust balance sheet, signifying financial strength and stability. This comprehensive approach to brand positioning supports its overall business strategy and client acquisition efforts.

Active Management Focus

Janus Henderson's sales strategy centers on promoting active management as a means to achieve alpha and outperform benchmarks over market cycles.

Client-Centric Service

The brand's marketing strategy emphasizes a client-centric approach, aiming to build strong relationships and deliver tailored solutions.

Digital Engagement

Interactive email marketing and paid media strategies are key components of its marketing initiatives to engage both institutional and retail investors.

Brand Awareness Campaigns

Paid media strategies are employed to drive brand awareness, particularly among self-directed private investors, reflecting a targeted approach to client acquisition.

Adaptability to Market Trends

The company demonstrates adaptability by responding to shifts in consumer sentiment and the wealth transition, influencing how fund management groups position themselves.

Research-Driven Insights

The business strategy leverages deep research and thousands of company meetings annually to inform investment positioning and identify opportunities, differentiating its Janus Henderson investment products.

Key Sales and Marketing Pillars

Janus Henderson's sales and marketing alignment focuses on communicating the value of active management and its research-driven insights. Key elements include:

• Highlighting the potential for outperformance over passive strategies.
• Emphasizing a client-centric approach and superior service.
• Leveraging digital marketing channels for broad reach and engagement.
• Conducting targeted campaigns for different investor segments.
• Continuously adapting to evolving client needs and market dynamics.
• Utilizing awards and recognition to bolster brand credibility.

Understanding Brief History of Janus Henderson provides context for its long-standing commitment to asset management.

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Key campaigns for Janus Henderson in 2025 reflect a multi-faceted approach to growth and brand enhancement. These initiatives focus on expanding market presence, deepening client relationships, and leveraging strategic partnerships to drive asset growth and revenue diversification.

Expanding into Illiquid Assets and Active ETFs

A core strategic focus for 2025 is the expansion into illiquid assets and active Exchange Traded Funds (ETFs). This involves reaching new markets and diversifying revenue streams through targeted acquisitions.

Acquisitions to Broaden Investment Offerings

In May 2024, the acquisition of Tabula Investment Management bolstered the company's European ETF capabilities. This was followed by a majority stake acquisition in Victory Park Capital Advisors in August 2024, enhancing access to the growing active ETF market.

Strategic Partnership with Guardian Life

Announced in April 2025, the partnership with The Guardian Life Insurance Company of America aims to expand insurance presence and institutional reach. This collaboration involves managing a US$45 billion investment-grade public fixed income portfolio.

Boosting Assets Under Management (AUM)

This partnership contributed US$46.5 billion in general account assets to Janus Henderson's net inflows in Q2 2025, significantly boosting AUM to US$457 billion by June 30, 2025. It also led to the launch of the Janus Henderson Asset-Backed Securities ETF (JABS).

B2C Multi-Channel Brand Drive

A key campaign for 2025 is the planned B2C multi-channel brand drive, with McCann Central appointed as the marketing and creative agency in December 2024. The goal is to enhance brand awareness and communicate differentiation.

Multi-Channel Marketing Approach

This campaign will utilize digital and static out-of-home (OOH) advertising, digital display, print, social media, and email marketing. The objective is to elevate the brand and strengthen client connections.

Recognized Marketing Excellence

The company's marketing efforts have been recognized with two Gramercy Institute Strategy Awards in March 2025 for interactive email marketing and a paid media strategy targeting self-directed private investors.

The Janus Henderson sales strategy is deeply intertwined with its business strategy, focusing on expanding its reach in key growth areas like illiquid assets and active ETFs. This expansion is supported by strategic acquisitions and partnerships, aiming to capture market share in burgeoning sectors. The company's approach to client acquisition, particularly with institutional investors, is exemplified by the significant partnership with Guardian Life, which not only boosted assets under management but also facilitated product innovation. Understanding Janus Henderson's sales funnel for financial advisors and its customer relationship management strategy are crucial for appreciating its client retention efforts. The role of digital marketing in Janus Henderson's strategy is becoming increasingly prominent, as evidenced by the planned B2C multi-channel brand drive, which aims to improve brand awareness and client engagement across various platforms. This comprehensive approach to marketing initiatives underscores Janus Henderson's commitment to differentiating its offerings and building stronger client relationships, aligning with its overall Growth Strategy of Janus Henderson.

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