PARTNER CONTENT
The US hedge fund industry remains the most competitive in the world. As managers face mounting pressure to scale, stand out, and engage investors in an increasingly digital marketplace, the ability to cut through the noise has never been more critical. BasisPoint Group, a specialist branding and marketing agency for the investment sector, is helping managers meet that challenge – combining creative strategy with proprietary technology to deliver clarity, credibility, and growth.
Dana Tonkin, Founder of BasisPoint, shares how her firm is supporting US managers as they adapt to shifting market dynamics and the growing demand for authenticity in 2025 and beyond.
What key differentiators of your business and service suite have most contributed to your success in the US market?
Three elements have been central to our growth. Our proprietary technology has allowed us to deliver scalable, turnkey websites, client portals, and virtual data rooms tailored to funds of all sizes. Our fund launch packages are designed to maximise visibility from day one, giving new managers instant credibility with investors. And our white-glove client service has enabled us to support some of the most prominent managers and highest-profile launches in the market.
Which market developments or regulatory shifts do you anticipate will most significantly impact your service delivery model in the coming year, and what strategic initiatives, technological innovations or service enhancements are you implementing to address these expected changes?
Developments in AI and automation are already reshaping how funds market themselves and engage investors. We’ve always embraced new technologies and are actively integrating AI and chatbot functionality into our client portal and fully customizable, branded VDR product, File4tress. This ensures managers can offer investors a seamless, interactive experience that goes far beyond the capabilities of generic file-sharing platforms.
More broadly, we’re using AI across our branding, content, reporting, and analytics services – enabling the team to work smarter, faster, and more strategically, while still meeting the highest compliance and creative standards.
From your perspective as a service provider, what represents the most significant transformation in the North American hedge fund ecosystem over the past year?
The most notable shift has been a move from presentation to storytelling. Managers are no longer satisfied with simply producing polished materials; they are building clear, consistent narratives that connect their philosophy, process, and culture. This story now runs through every touchpoint – from investor decks and websites to media and portfolio discussions. It’s more authentic, more differentiated, and ultimately more effective. In a market where performance alone no longer sets managers apart, clarity of story has become a genuine competitive edge.
Our role is to ensure hedge funds show up with that clarity and consistency, both at launch and as they grow.
Dana Tonkin, Founder, BasisPoint Group – Dana is the Creative Director and Founder of BasisPoint Group, a global marketing and branding agency serving over 250 clients across the investment industry with a collective $200 billion in AUM. With more than a decade of experience in financial services branding, marketing, and project delivery, Dana helps investment firms define their edge, grow visibility and scale with confidence. Her deep industry knowledge and commitment to excellence have been central to BasisPoint’s growth in a competitive global market. Prior to founding BasisPoint, she designed branded workplace environments for financial firms in London. Dana holds a Master’s degree in Architecture (cum laude).
