An investment manager's website should answer what a family, founder or institution checks before a first meeting: who you manage money for, from what minimum, how you invest, the figures that describe the firm, and the people who will run the mandate. State figures with footnotes, name every partner with a photo, and end each key page with a request for a meeting. Keep every claim within the financial promotion rules that apply to you.
This is general information about website content, not financial, legal or compliance advice. Have your compliance function or adviser approve the site before it goes live.
What do prospective clients check first?
| Question | What to show |
|---|
| Do you work with people like us? | Client types: families, founders, charities, pension schemes, institutions |
| From what amount? | Your minimum investment or relationship size |
| What do you do? | Mandate types: discretionary, advisory, specific strategies |
| How do you invest? | Your approach, in plain words, on its own page |
| How big and how established are you? | Firm figures, such as assets under management and years active, each footnoted with a date and definition |
| Who will we deal with? | Partners and key staff with photos, roles and background |
| Are you regulated? | Regulator, registration number and legal entity details |
| What next? | A meeting request form |
Should an investment manager state its minimum?
Yes, if you have one. It saves time for both sides and signals the clients you serve. Show it next to the client types, for example "Discretionary portfolios for families, from [amount]". If minimums differ by service, use a short table.
How should firm figures be shown?
Large, clear numbers work, provided each one has a footnote: what it measures, as at which date and on what basis. "Assets under management" means little without a date. Figures without context, or selective figures, can mislead and may breach financial promotion rules. Update them on a fixed schedule, such as quarterly, and show the date beside each.
Be especially careful with performance figures. Many regulators set strict rules on presenting past performance, including periods, benchmarks and warnings. In the UK, see the FCA's financial promotions guidance. If in doubt, leave performance to client materials.
What should the approach page say?
How you build portfolios, how decisions are made and by whom, how you manage risk and how you report to clients. Write it for an intelligent non-specialist. A family member reading it should come away able to describe what you do in a sentence.
Why do partner pages matter?
People hand money to people. A page per partner with a photo, role, background and the clients they look after makes the firm concrete. Include investment committee members if clients will ask about them.
Should the site say who you are not right for?
Often, yes. A short line such as "We do not offer financial planning on its own" or "We do not take on portfolios below our minimum" saves a wasted meeting for both sides and makes the rest of the site more credible. It also helps AI assistants answer a question such as "which managers in my city take on smaller portfolios?" accurately.
Do client letters belong on the website?
Regular letters or market commentaries show how you think and give search engines and AI assistants accurate material to quote. Keep them factual, dated and compliant, and archive old ones on their own pages. Check whether they count as financial promotions in your jurisdiction.
What regulatory information should appear?
Typically your legal name, registered office, regulator and registration number, and links to important information pages such as complaints, privacy and any required disclosures. Requirements vary by country and by regulator, so follow your compliance team's list.
What should the meeting request ask?
Name, email, phone, the type of client (family, founder, institution), an approximate amount if they are willing to share it, and how they heard of you. Say who will reply and how soon. Test the form on a phone. See Framer form submissions.
What do investment manager sites often get wrong?
- Unfootnoted figures, or figures with no date
- No minimum, so unsuitable enquiries arrive
- Stock photos instead of the real team
- A philosophy page made of general words
- Regulatory details missing or hard to find
For the wider wealth management case, including the track record, see wealth manager websites. For venture funds, see venture capital websites.
Which templates suit an investment manager?
The Ledger ($49) is a Framer template for an independent investment manager that wins mandates from families, founders and institutions. It sets your figures as big numbers on a ruled grid, each with its footnote, and shows who you manage money for and from what amount. Every partner has a face and a role, client letters live in the CMS with a page each, and the home, approach, team and letter pages end on a request for a first meeting. It includes an approach page and a contact page with a meeting request form.
Halbrook (free) is built for wealth managers and family offices, with full track record tables on the CMS. See also Framer templates for wealth management, Framer templates for wealth managers and Framer templates for financial advisors.
Frequently asked questions
What should an investment management website include?
Client types, minimums, mandate types, your approach, footnoted firm figures, partner pages, regulatory details and a meeting request form.
Should I show assets under management on my website?
You can, with a footnote giving the date and definition. Keep it current and have compliance approve the wording.
Can I show past performance on my website?
Rules on presenting past performance are strict in many countries. Check your regulator's rules and your compliance team's view first.
Should an investment manager state a minimum investment?
Yes, if you have one. It saves time and signals the clients you serve.
Is there a Framer template for investment managers?
Yes. The Ledger ($49) is built for independent investment managers, with footnoted figures, partners, client letters and a meeting request on every key page.