Longboard Asset Management Case Study: Howard Fraser – Managing Partner at Longboard
Longboard Asset Management is a boutique firm specializing in alternative investments. As a smaller manager, Longboard can’t rely on the classic “spray and pray” approach favored by large distribution houses. Instead, the team prioritizes focus and alignment—finding the right RIAs at the right time. In a recent conversation, Managing Partner Howard Fraser shared how Longboard has leveraged AdvizorPro to refine its prospecting, segmenting, and outreach strategies, all without sacrificing the personal touch.
The Challenge: Identifying High-Fit Advisors
According to Fraser, traditional data sources often provide “snapshots in time” that quickly become stale. For a firm focused on alternatives, having real-time access to updated RIA information is vital. Longboard needed a tool that would allow them to segment advisors by AUM, geography, and existing fund usage—so they could engage advisors who would genuinely benefit from their products.
Why Precision Matters
As a boutique manager, Longboard competes with larger firms that can simply target huge numbers of advisors. Instead of matching them on volume, Longboard decided to double down on precision. Their goal is to form relationships with advisors who already value or invest in alternatives, where Longboard’s expertise fits seamlessly.
The AdvizorPro Solution: Daily Data and Targeted Outreach
- Real-Time RIA Data
Fraser noted how AdvizorPro’s constantly updated dataset gives his team confidence. Every day, he relies on the platform to see which RIAs are most likely to find value in Longboard’s products and services—without wasting time on advisors who aren’t a good match. - 13F Search for Like-Minded Firms
A standout feature for Fraser is the ability to quickly search 13F filings in AdvizorPro. This helps him identify RIAs already allocating to complementary alternative funds, signaling that those firms understand alternatives and might be interested in Longboard’s offerings. - Map-Based Prospecting
Whether planning a conference or visiting a client, Fraser uses AdvizorPro’s map function to find other potential leads in the same area. By overlaying filters (like AUM range) onto a geographic search, he can optimize travel and conference attendance—filling his schedule with high-value meetings. - Keyword Filtering
Another powerful tactic is scanning advisor websites for key phrases that suggest alternative investment usage. This additional layer of data ensures Longboard reaches out only to firms that align with their strategies and product offerings.
Blending Digital Outreach with Human Connection
Fraser emphasized that while LinkedIn is a crucial tool for connecting with advisors, it doesn’t cover every firm—especially some that are less active online. AdvizorPro fills the gap by showing Longboard which firms exist outside the LinkedIn sphere. They can then reach out via email, phone, or even in-person visits, confident in the knowledge that these RIAs are a strong fit.
Sales Strategy: Consistency, Patience, and Trust
Fraser takes a patient approach to sales, starting conversations organically on social media rather than leading with a hard sell. He believes that trust is built through consistent engagement—posting valuable insights, commenting on industry discussions, and connecting on a human level. For those who aren’t on LinkedIn, Longboard’s team applies the same thoughtful outreach, supported by AdvizorPro’s data.
Key Benefits of AdvizorPro for Longboard
• Targeted Lists: Precise segmenting by AUM, geographic region, and existing fund usage.
• 13F Filings: Quick insight into which advisors already work with similar alternative solutions.
• Map Search: Visualize advisor distribution, optimize travel plans, and schedule more meaningful meetings.
• Keyword Filtering: Identify firms that use or express interest in alternatives on their website.
• Human Support: Fast, responsive service that Fraser found invaluable, noting how quick answers and personalized guidance keep his team efficient.
Results: More Meaningful Conversations, Better AUM Growth
For Fraser, AdvizorPro is now a daily part of Longboard’s workflow. Rather than wasting time on broad, untargeted lists, the team zeroes in on advisors with the greatest potential fit. This precision has led to deeper conversations, more genuine relationships, and a more focused path to growth.
Scaling with Purpose
Longboard Asset Management proves that smaller firms can compete by being selective and strategic. With AdvizorPro’s real-time data, intelligent filtering, and dedicated support, they’ve built a framework for scaling that maintains a personal touch. By combining thoughtful outreach and better targeting, Longboard is steadily expanding its AUM—one high-quality advisor relationship at a time.
