Asset Management Trends in 2024: What’s Shaping the Future in South Africa

As we enter the final quarter of 2024, the asset management landscape in South Africa is undergoing transformative shifts. From the rise of sustainable investments to the integration of AI-driven solutions, the trends that are emerging are not just redefining the market - they're rewriting the rules.

1. The Rise of Actively Managed ETFs

Exchange-Traded Funds (ETFs) have long been seen as the go-to vehicle for passive investing. But 2024 is witnessing a boom in Actively Managed ETFs (AMETFs). According to Bloomberg, South Africa saw a 40% increase in AMETF inflows over the past year, fueled by investors seeking more flexibility and active oversight in uncertain markets.

Unlike traditional passive ETFs, AMETFs allow fund managers to make active decisions on stock selection, offering potential to outperform benchmarks while still maintaining the transparency and cost-efficiency of ETFs. Asset managers are flocking to this space, as it provides them a vehicle to balance active strategy with the efficiency of passive products.

With the ongoing conversion of unit trusts into ETFs - a trend that began to gather steam in late 2023 - AMETFs are now competing head-to-head with both passive ETFs and traditional unit trusts.

2. AI and Big Data: Revolutionising Asset Management

Artificial Intelligence (AI) and Big Data are no longer just concepts thrown around in boardrooms—they’ve become essential tools in asset management. In 2024, AI-driven models have become mainstream in portfolio construction, risk management, and predictive analysis.

PwC recently published a report highlighting that 60% of asset managers in South Africa are now using AI-driven insights to optimise portfolios. This technology enables managers to process vast amounts of data faster than ever before, spotting trends, risks, and opportunities that human analysts might miss.

For investors, this means more precise asset allocation, real-time market monitoring, and risk assessment. On the flip side, the use of AI is raising questions about job displacement, with many wondering how it will reshape the workforce within the industry. But for now, AI seems to be empowering asset managers rather than replacing them.

3. Sustainability and ESG Investing: More Than a Buzzword

Environmental, Social, and Governance (ESG) investing has taken center stage in South Africa’s asset management industry. With an increasing number of investors demanding transparency on where their money is going, ESG funds are on the rise. According to a report from Morningstar, the number of sustainable investment options has surged by over 30% in South Africa in 2024.

But why now?

Climate change, social inequality, and corporate governance issues have heightened the public’s awareness, and investors are looking for portfolios that align with their values. South African asset managers are responding to this demand by integrating ESG criteria into their investment processes, ensuring that sustainability isn’t just a tick-box exercise but a core component of long-term growth strategies.

This is not just a global phenomenon. Locally, the Johannesburg Stock Exchange (JSE) launched an ESG reporting initiative this year, pushing companies to disclose more comprehensive ESG data, thus boosting investor confidence and interest in ESG-focused portfolios.

4. Shifting Client Demographics: The Youth Invasion

Traditionally, asset management in South Africa has catered to an older, wealthier demographic. However, 2024 has marked a shift, as younger investors are entering the market at a faster pace than ever before. Platforms like EasyEquities have democratised investing, attracting a growing segment of millennial and Gen Z investors.

This new generation is not only more tech-savvy but also more values-driven, pushing the envelope on transparency, ESG, and lower fees. Their entry is driving asset managers to rethink their product offerings and communication strategies, with a strong focus on digital-first experiences and educational content. The influence of these younger investors is setting the tone for more accessible, purpose-driven investment options.

5. Consolidation and Collaboration in Asset Management

In response to regulatory pressures, fee compression, and the increasing demand for more complex solutions, consolidation within the asset management industry has continued in 2024. Smaller firms are merging with or being acquired by larger ones, while alliances between asset managers and fintech companies are becoming more frequent.

South Africa has witnessed several high-profile mergers this year, such as the union of Ninety One with a leading fintech firm to offer AI-enhanced retirement solutions. These mergers allow firms to scale, access cutting-edge technology, and offer more diversified services to their clients. Expect this trend to continue as asset managers look to build competitive edges through partnerships.

6. Local Market Resilience Amid Global Volatility

The global economy in 2024 has been rocked by ongoing geopolitical tensions, inflation concerns, and rising interest rates, leading to widespread market volatility. South Africa, however, has shown resilience. Thanks to strong commodity exports and relatively stable economic policies, local equity markets have managed to weather much of the turbulence.

This resilience is influencing asset management strategies, with local managers taking advantage of undervalued stocks in sectors like mining and financial services. A recent study by Sanlam notes that South African equities have offered competitive returns compared to global markets in the first half of 2024. As international investors continue to eye emerging markets, South Africa is poised to maintain its standing as a valuable investment destination.

Looking Ahead

As 2024 draws to a close, the trends shaping the asset management industry in South Africa point to a future that’s more dynamic, inclusive, and tech-driven. With younger investors demanding more transparency, AI revolutionising decision-making, and ESG values driving the agenda, asset managers must continue to adapt to thrive.

The key to future success lies in embracing these changes and understanding that the landscape is evolving rapidly. For those ready to harness these trends, the opportunities are limitless.

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Source: MorningStar, Bloomberg, PwC, Sanlam, JSE

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