BNY Mellon's Pershing continues to add more organizations to its platform.

Forefront Capital has become listed on the alternative investment platform of Pershing, part of BNY Mellon.

Describing its pricing policy, Forefront said it doesn’t earn any money until investors make the first 8 per cent on their investment. 

With total assets of more than $1.5 trillion, Pershing serves advisors, broker-dealers, family offices, hedge funds, RIAs and other wealth management firms. Forefront provides alternative investment management and advisory services in investment banking.

Earlier in June Pershing launched a suite of technology enhancements aimed at helping firms digitize their businesses. This marks the start of BNY Mellon’s strategy to create dynamic relationships between advisors and their clients. Pershing’s new front-end portal, called NetX360-Wealth, will focus on delivering enhanced user experiences and optimized integration based on individual user needs and preferences.

Pershing also this month unveiled a new whitepaper, Gen Why? How to Succeed with Younger, HNW Clients Who Question Everything, sharing tips on how advisors can attract younger, high-net-worth (HNW) investors. According to the findings in the paper, financial advisors need to adjust not only their marketing strategies but also their business models to attract and retain this group of investors. The paper examines the demographic and psychological factors driving decision-making among Gen X, Gen Y and Gen Z clients - with a focus on investors with $5-25 million in investable assets.