Johnathan Rickman | Blue Vault

We spoke with Cherie Fournier and Alise Lucero of Marketing Intent to learn how they work with alternative investment firms to overcome communication challenges and navigate the ever-evolving alts landscape. Here’s what they had to say:

What and who is Marketing Intent, and how long have you been in the business of working with alternative investment firms?

Marketing Intent was founded in 2020 and is a boutique marketing agency that helps alternative investment firms build awareness, drive advisor engagement, and supports capital raising through strategic, compliant, and data-driven marketing. Our team has been immersed in the alternative investments industry for decades — with more than 30 years of combined experience marketing alternatives and over 40 years of experience marketing to financial advisors and investors.

We’ve worked with sponsors and managers across nearly every asset type — from real estate and private credit to energy and interval funds — and we understand the nuances of each. Our focus is on helping firms translate complex offerings into messages that resonate with advisors and investors to further sales conversations.

Just how tricky is marketing securities and financial services from a regulatory perspective?

It’s a balance of creativity and precision. Every message must tell a compelling story while adhering to regulatory requirements from the SEC and FINRA. That means ensuring language is factual, performance is properly contextualized, and disclaimers are clear — all without losing the human connection that makes marketing effective.

The challenge is that compliance can sometimes be viewed as a roadblock, but we see it as a framework for credibility. When marketing aligns with regulatory standards from the outset, it fosters trust with advisors and investors — and avoids potential rework later.

What are some common misconceptions that your clients have around communicating to the advisory community?

One of the biggest misconceptions is assuming advisors already understand the nuances of an alternative investment or the value proposition behind a new strategy. In reality, advisors are busy, and alts are often one of many asset classes they consider.

Another misconception is that product details alone will drive engagement. Advisors respond best to education, clarity, and consistency — not just marketing materials that describe a fund. They want context: how the investment fits in portfolios, why it matters now, and what differentiates it from peers. They also need to understand an offering well enough to explain it to their clients.

Do you find that many alternative investment firms don’t really know their audience?

Yes, that’s very common — and it’s one of the first things we help clients address. Many firms have deep investment expertise but limited visibility into advisors’ educational needs, the tools advisors need to discuss alts with their clients, and how advisors actually evaluate and select offerings.

We help bridge that gap by identifying what motivates different types of advisors and tailoring communication to meet them where they are — whether that’s at a conference, in an email, or through an educational webinar. Once firms truly understand their audience, their messaging becomes more relevant, and their results improve.

Does AI and other emerging technologies make your work easier or harder?

Both. AI has made it easier to analyze data, streamline content creation, and personalize communication at scale. However, it has also made authenticity more important than ever. The firms that will succeed are those that use technology to enhance — not replace — human insight and relationship-building. For us, AI is a tool that improves efficiency, but the strategy, storytelling, and compliance expertise still come from experienced marketers who understand the industry.

I’d imagine you have a unique perspective on the industry from where you sit. What are some of the more remarkable changes you’ve seen in the industry over the years?

The biggest shift has been the mainstreaming of alternatives. What was once a niche corner of the market, mainly for accredited investors, has been expanding into structures like interval funds that provide greater access to alternatives. And now with alts heading toward defined contribution plans, there is bound to be much more product innovation and opportunities to market alts to a whole new set of audiences. It’s an exciting time in our industry!

We’ve also seen sponsors become more sophisticated in their marketing — moving away from one-size-fits-all collateral to integrated campaigns that combine education, digital engagement, and measurable follow-up.

Finally, there’s been a cultural shift: firms now recognize that marketing isn’t just a support function — it’s a growth driver. When done right, marketing syncs with the sales team, it builds credibility, helps deepen advisor relationships, and directly contributes to capital raising.

Learn More

For more tips on how to drive advisor engagement, join Marketing Intent CEO and Founder Cherie Fournier and VP, Client Success Alise Lucero in virtual conversation on Wednesday, October 22, 2025, at 2 PM EDT. Ditch the Deck: Why It’s Time to Replace Your Pitch with a One-Page Flyer, will up your marketing game and lead to clearer follow-up conversations with clients. Register today!