Launching a new alternative investment fund is a milestone every firm looks forward to with excitement and anticipation. But amid all the planning, compliance checks, and final tweaks, one question keeps coming up: When is the right time to start marketing the fund?
Read on to learn about the 60-90 day approach.
Surprisingly, the answer is not just at launch—or even after. It’s actually 60 to 90 days before your fund goes live. Yes, this is well before the official start date and your marketing efforts should already be in motion.
This early approach might feel counterintuitive at first, especially given all the compliance guidelines firms must follow. But trust us, there’s a way to build interest, educate your audience, and generate momentum without crossing any lines. Doing this early work sets your firm up for a stronger launch and smoother capital raising down the road.
The Power of Starting Early: The 60-90 Day Approach
Think of it this way: investors, and especially RIAs and financial advisors, are bombarded with new opportunities and information every day. If your fund suddenly appears on their radar without any prior context or education, it’s easy for it to get lost in the noise or dismissed as just another sales pitch.
By beginning your marketing efforts 60 to 90 days in advance, you’re giving yourself the opportunity to build awareness and establish credibility in a much more effective way.
This early window is perfect for putting out educational content that explains the asset class your fund operates in, the strategies you’re employing, and the market dynamics at play. You’re not asking for investments or mentioning the fund yet; instead, you’re inviting advisors and RIAs to learn and engage with you on their terms.
Build Trust Through Education, Not a Hard Sell
No one likes to feel sold to—especially sophisticated financial advisors who are responsible for managing other people’s money. The magic lies in education over promotion.
Start conversations that show you understand their challenges and the questions they have. Be transparent about both the opportunities and the risks. Share insights on market trends, relevant regulations, or how your fund fits into a diversified portfolio.
Over time, this consistent, thoughtful communication builds trust. Advisors start seeing your emails in their inbox with anticipation rather than skepticism. Your LinkedIn posts catch their eye because they’re useful and relevant.
You’re nurturing your audience, which is invaluable once your fund officially launches. When that day comes, you’re not a stranger making a cold call—you’re a familiar, credible resource with whom advisors have already begun to build a relationship.
The Importance of Consistency After Launch
Starting early is only half the story. Your marketing can’t stop once the fund is live. Consistency remains critical. Keep sharing educational content, updates, and insights related to your fund. This ongoing engagement reminds your audience that you’re invested in their success long-term—not just in closing a deal.
By maintaining a steady stream of communication, you continue to build your list of contacts and deepen relationships. These trusted connections can lead to referrals, word-of-mouth introductions, and, ultimately, more capital committed to your fund.
Navigating Compliance While Marketing Early
Of course, compliance is always top of mind. Starting your marketing before launch doesn’t mean you can send out a full-fledged sales pitch. But it does mean you can carefully craft thought leadership and educational content that informs without promoting. This is a crucial balance, and one where experience matters. Knowing what you can say, how to say it, and where to share it is what separates marketing that builds momentum from marketing that triggers red flags.
Need Help Getting Started With The 60-90 Day Approach
If you’re wondering how to get your early marketing efforts off the ground without running into compliance issues, you’re not alone. Many firms face the same questions.
At Marketing Intent, we specialize in helping alternative investment firms develop marketing strategies that start well before launch day and grow with the fund over time. We work closely with compliance teams to craft educational messaging that resonates with RIAs and advisors while staying within regulatory guidelines.
Our approach focuses on building credibility and trust through consistent, meaningful communication—not quick sales pitches. We help you create a content foundation, execute replicable campaigns, and sustain momentum beyond your fund’s debut.
