OnAlts.com (OnAlts.) is a website designed to provide investment education to financial professionals and individual investors.

We have concluded that the greatest way to educate an audience is to package it in such a way that your audience is eager to consume it. This is accomplished by providing value without the expectation of anything in return. OnAlts. was designed on that premise.

Many asset managers are developing high-quality content for advisors, in fact it’s at an all-time high, which is a good thing. Our research however, has concluded that this “value-add” content is not always as advertised. This is because at the end of the day asset managers are judged on performance by their customers, and assets by their superiors, which in turn often leads toward self-promotion within much of the industry’s “value-add.”

What does that mean? In our due-diligence we found that asset managers have developed a tremendous amount of “value-add,” educational content, but there was a common underpinning to all of it—there was typically some sort of exchange required for the content. Maybe as innocuous as requiring a log-in (registering to be remarketed to) or it was as obvious as teeing up an investment challenge and then ushering in an underlying fund as the solution. Regardless, the “friction” or “sales,” of the value-add content ended up not being “free.”

We concluded that this model was broken. Offering a free widget and then asking for your time or credentials to hear about our products, is a bait and switch. The widget wasn’t free after all.

We are certainly grateful for all of the business in our care and we hope that investors find the Equinox Funds product suite of enough value to start, or continue, doing business with us. That said, www.onalts.com visitors can let their guard down. OnAlts. is not intended to sell you anything. OnAlts. was built with a different model in mind—to provide you non-product education (value) and ask for nothing in return.

Audience: Consumer
Format: Website
Industry / Category: Finance, Investment
By: Equinox Funds Marketing

Our goal is to simply provide as much timely information about the alternatives asset class as we can. Some of the material is authored in house, other material is from third-party resources—regardless of the source, it’s all intended to help investors make an educated decision going forward. No one likes commercials. No self-promotion here.

Check out: OnAlts.com