Designing Core Processes for a Mutual Fund Asset Management Company

Background and Challenges

The client was a late entrant in the mutual fund industry and was growing at rapid speed. The mutual fund industry market size had been stagnant for the last two years and was fiercely competitive. The client felt the pressure to move fast and provide its customers with innovative products and superior customer service. In an endeavor to grow speedily and achieve its targets the company was facing the following constraints:

  • A growing distribution network without standardised operations
  • Unclear responsibilities resulting in poor accountability
  • Inter-departmental communication problems
  • Lack of information exchange between departments and regional offices
  • Technological resources largely underutilized
  • Lack of monitoring mechanism to control quality

Approach and Recommendations

To design core processes, UC adopted the following approach:

  • Undertook a 10-week effort to redesign functions such as Marketing, Client Services, Sales & Distribution, Operations and Finance
  • Prepared a diagnostic review of the key issues that faced the organisation across functions
  • Developed a process framework to reorient the organisation focus
  • Redesigned the following key business processes after prioritising them with top management

    1) Marketing to investors: Developing, launching and promoting investment schemes

    2) Developing Channels

    Identifying prospects and making sales pitch

    Negotiating and closing transactions

    Providing channel support


    3) Managing Sales

    Sales and budgeting

    Setting up new branches

    Managing fund operations and sales transactions


    4) Managing accounts payable

  • Designed MIS reporting system for all processes at operational and senior management levels
  • Defined the performance metrics for all the above processes
  • Reviewed the information system usage patterns and recommended changes
  • Defined targets and achievement plan


The client received a complete review of the key issues within the organisation along with the redesign of its major business processes.