Biz-service firm's search includes outreach to "undiscovered" MF managers. Investment-service provider BISYS' is now screening mutual funds that are not otherwise widely available to private clients and marketing those selected to registered investment advisors.

"AdvisorAdvantage is powerful distribution resource that we're proud to offer our clients," says Fred Naddaff, head of fund services at Roseland, N.J.-based BISYS. "This is a rare opportunity for investment firms of quality products to reach registered investment advisors through fund supermarkets in a cost-effective manner."

Clients = managers

BISYS will support qualifying mutual funds by providing wholesaling and marketing services. AdvisorAdvantage wholesalers will identify fee-based advisors, determine their practice needs and seek to match a fund with an RIA's portfolio goals. These distribution support services also include marketing collateral, Web-based activities, and networking event access.

"The potential of third-party distribution is overshadowed by the uncertainty of entering a new channel and the associated costs," says Naddaff. "AdvisorAdvantage offers leverage and experience to clients who would otherwise be required to draw on their own internal resources in approaching this essential and lucrative distribution channel."

The selection and screening processes, done according to criteria set up by the Financial Research Corporation -- BISYS' Boston-based research affiliate. -FWR

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