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Despite the enormous amounts of money that they control, most hedge fund firms are ‘small’ companies: small in the sense of the number of people they employ. 

And those that they do employ are busy. Not only is that because all small firms, regardless of industry, tend to exhibit more freneticism on a day-to-day basis than their larger counterparts; it’s because everyone, not just the investment professionals, are watching the markets alongside doing their actual job. 

Certainly, they are usually too busy to proactively source new technology suppliers. Most hedge fund firms change their tech when something goes wrong with their existing one or prices rise to what they consider to be an unacceptable level. But they will tolerate price rises to a degree, and the odd glitch or display of poor customer support now and then, because changing providers requires not only sourcing a new one but onboarding it and learning a new system. There are no cost problems in business, only revenue ones, as the saying goes. Ergo, displacing tech competitors is difficult in hedge fund world.

That is why it’s important to get in at the beginning.

According to Form D data collected by 9AT, 299 hedge fund filings were submitted to the SEC in the first four months of this year. Of course, not all of those are emerging or start-up managers, so those existing firms launching new funds will have a tech infrastructure in place already. But plenty enough will be, and the data referenced here is only for the period January – April this year, which means eight more months of filings – and therefore, new hedge funds - coming to market in the remainder of 2024 for sales reps at tech firms to get excited about.

Of course, most of these new firms and funds will have used certain providers at a previous job and will already have their favorites. But it is also true that many of these firms will want to establish their own identity, taking a greenfield implementation approach to how they build their technology infrastructure. And they are often cost-conscious as well, meaning that firms with a more competitive price point have a better chance of success with the newer and emerging manager cohort.

And for firms that have technology that can be applied to many other silos in the alternative investment industry, there is an even larger audience to target. According to Form D data collected by 9AT, there were 998 Form D private equity filings in the first four months of this year, and 1,714 Form D venture capital filings, many more than in the hedge fund space.

There are, of course, many more hurdles for technology companies to negotiate on the route to new customer acquisition success. Tailoring the pitch to the fund’s strategy being one; back in the hedge fund space, it is well documented that equity hedge strategies comprise the preponderance of new launches overall, but not all of them will want the latest and greatest in public-equity related tech. And compliance being another – the SEC’s pending cybersecurity regulations for fund managers means that these firms will be more focused on whether new tech firms can reach a higher compliance bar.

Those hurdles are high – it’s not easy selling tech to a hedge fund. But those technology service providers that do get into new hedge fund firms at the ground level could, in time, enjoy the same competitive advantage that incumbent providers enjoy at the more established firms. 
 

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