Basispoint Design

As the European hedge fund market experiences a resurgence in performance and investor inflows, firms are under growing pressure to differentiate, scale efficiently and stay ahead of rapid technological change. BasisPoint Group, a specialist branding and marketing agency for the investment industry, is helping fund managers do just that – combining strategic communications with bespoke digital tools to support visibility, investor engagement and operational excellence.

Dana Tonkin, Founder of BasisPoint Group, shares how her agency is responding to these evolving dynamics and where she sees the biggest opportunities for transformation in 2025 and beyond.

What represents the most significant transformation in the European hedge fund ecosystem over the past year?

After a decade of underperformance, European hedge funds are attracting significant inflows due to highly improved returns and favourable market conditions, notably undervalued European stocks compared to the US as well as high-speed adaptations to AI and technology advancements.

We are proud to be supporting over 100 European funds, in both launch and growth stages, as they navigate this exciting trend.

What key differentiators of your business and service suite have most contributed to your success in the European market?

Three things have played a central role. First, our white-glove client service has enabled us to support some of the best-known managers and highest-profile launches in the market. Second, our customisable and scalable proprietary technology has helped us deliver turnkey websites, client portals and virtual data rooms for firms large and small. And third, our fund launch packages are specifically designed to facilitate maximum visibility and growth from day one.

Which market developments or regulatory shifts do you anticipate will most significantly impact your service delivery model in the coming year, and what strategic initiatives, technological innovations or service enhancements are you implementing to address these expected changes?

Developments in AI and automation are already reshaping the industry, streamlining everything from client engagement to operational delivery. We’ve always embraced the latest tech and are currently integrating AI and chatbot functionality into our client portal and virtual data room platforms.

Where possible, we’re incorporating AI across our broader service suite – from branding, trademarking and design to content creation, reporting, tracking and analytics. For us, it’s about leveraging these tools to work faster, better and more strategically, while maintaining our creative and compliance standards.

From your perspective as a service provider, what has been the most notable shift in client needs over the past year?

The speed of change. European managers have responded to shifting investor expectations with remarkable agility, embracing digital transformation and redefining what best-in-class fund operations look like. As a result, we’ve seen a sharp increase in demand not only for branding, distribution, and marketing support but for integrated tech solutions that can scale as managers grow.

Our role is to help firms show up with clarity, confidence and credibility, both at launch and as they evolve.

Read more: Hedgeweek.com

Dana Tonkin, Founder, BasisPoint Group – Dana is the Creative Director and Founder of BasisPoint Group, a global marketing and branding agency serving over 250 clients across the investment industry with a collective $200bn in AUM. With more than a decade of experience in financial services branding, marketing, and project delivery, Dana helps investment firms define their edge, grow visibility and scale with confidence. Her deep industry knowledge and commitment to excellence have been central to BasisPoint’s growth in a competitive global market. Prior to founding BasisPoint, she designed and branded  premium workplace environments for financial firms in London. She holds a Master’s degree in Architecture (cum laude).