ProgrammableMarketing/futurestandard.com (opens in a new tab)
PDF

Views

  • Plan
  • Roadmap
  • Research

On this page

  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 6
  • This quarter · 9
  • Big bets · 3
  • Wildcards · 4
  • How we can help
Generated Oct 26, 2026
  1. Programmable
  2. Playbooks
  3. Future Standard
Future Standard logo

growth playbook · Oct 26, 2026

futurestandard.com (opens in a new tab)

Future Standard growth playbook

Diagnosis

Future Standard has strong content (222 insights, a weekly chart, a podcast, CE webinars) and a fast site, and its hiring shows it is building up marketing compliance and review capacity while a new CEO and a Co-President for client engagement and capital formation take over growth.

The gaps sit around the rename: most old FS Investments research links land on the homepage, fund addresses without a share class return 404, and sign-ups sit on a separate page.

This playbook fixes those first, then uses the compliance build-out to speed approved content, makes the research shareable by advisors, and builds advisor and institutional journeys, a digital infrastructure hub and a middle market data series.

Growth Score

7/10

Biggest Opportunity

Thirty years of research and advisor programs that can work harder: redirect the old archive properly, capture readers on every chart, and give advisors approved material they can pass on to clients.

Biggest Risk

Hamilton Lane, Blue Owl and other large managers compete for the same advisors with evergreen private markets funds, and slow review cycles or broken links after a rename quietly cost attention.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Send old FS Investments research links to the matching Future Standard page, not the homepage

    Pull the 200 old addresses with the most inbound links and map them this week.

    High impact First result in 2 weeks
  2. 2

    Give each fund one address that works: /investments/<fund> without a share class

    Redirect the two 404 fund addresses to their Class I pages today.

    Medium impact First result in 1 week
  3. 3

    An automatic date check on fund pages, starting with the stale "As of" heading

    Scan every class page for "As of" dates older than the data shown.

    High impact First result in 1 week

02

Your idea portfolio

22 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 9Fill-ins · 5Reconsider · 5
Effort →

Showing 22 of 22 ideas

This week 6

Quick wins with a clear first action.

  • 01

    Fifteen months after the rename, 38 of 40 old fsinvestments.com research and library links we tested drop the reader on the futurestandard.com homepage. That includes the FS Thrive advisor page, which still exists under the same path. The archive behind them is large: over 800 old /fs-insights/ addresses and 500+ /library/ addresses. Advisors have bookmarked, emailed and linked these for years, and every one now ends on a generic homepage instead of the chart, outlook or program they wanted.

    High impactLow effort First result in 2 weeks Head of Digital Marketing

    First action

    Pull the 200 old addresses with the most inbound links and map them this week.

    How to measure it

    Old links landing on a matching page

    Now
    –
    Target
    90%
    By
    30 days

    Steps

    1. 1

      Collect old addresses

      Wayback, old sitemaps, Search Console links and the CRM email archive.

      Head of Digital Marketing 2 days

    2. 2

      Rank by value

      Inbound links and past traffic first.

      Head of Digital Marketing 1 day

    3. 3

      Match by slug and title

      Chart, podcast, report and people pages to their new paths.

      Head of Digital Marketing 3 days

    4. 4

      Choose topic fallbacks

      Unmatched items go to the closest insights topic or the library, never the homepage.

      Head of Advisor Marketing 1 day

    5. 5

      Compliance sign-off

      Confirm which retired pieces must not be resurfaced.

      Compliance Associate, Marketing & Distribution 2 days

    6. 6

      Ship single-hop rules

      One 301 to the final www address.

      Webflow developer 1 day

    7. 7

      Verify

      Re-run the 40-link sample and a full crawl.

      Head of Digital Marketing 1 day

    8. 8

      Monitor

      Search Console and 404 logs weekly for a month.

      Head of Digital Marketing weekly

    First result
    2 weeks
    Cost
    Staff time only
    Owner
    Head of Digital Marketing

    Smallest test

    Map the 50 most-linked chart and outlook addresses and compare landing bounce rate.

    Why it works

    Export every old address (Wayback list, old sitemaps, inbound links in Search Console), match each to its new page by slug and title (the Chart of the Week and podcast mappings already prove the pattern), and send the rest to the nearest topic page in the insights library rather than the homepage. Make each a single 301 straight to the www address. Have the marketing compliance reviewers sign off the retired list so outdated material is not resurfaced.

    Redirects that land on the right page keep the search authority of 30 years of research, keep advisors' old links working, and stop the "where did it go" bounce right when a returning reader is most interested.

    Ready to use

    ChecklistRedirect map launch list

    [ ] Old address list from Wayback, sitemaps and Search Console
[ ] Slug match for chart, podcast, report and people pages
[ ] Topic fallback for every unmatched item
[ ] Compliance list of retired items
[ ] One-hop 301 to www.futurestandard.com
[ ] /financial-advisors/fs-thrive/ to /financial-advisors/fs-thrive
[ ] 40-link sample re-tested
[ ] Weekly 404 report for a month

    Risks and how to handle them

    • Retired content with old performance data reappears

      Send retired items to topic pages, not to archived copies.

    • Redirect rules become hard to manage

      Keep one mapping table in version control.

    Evidence

    • Redirect checkOn October 23, 2026 we requested 40 old fsinvestments.com research and library addresses sampled from the Wayback Machine (which holds over 800 distinct /fs-insights/ addresses and over 500 /library/ addresses crawled in 2025): 38 returned a 301 to the futurestandard.com homepage; only 2 reached the matching article, each after three redirects (via futurestandard.com without www). The old /financial-advisors/fs-thrive/ address also lands on the homepage, though the same page lives at /financial-advisors/fs-thrive. Fund ticker addresses (for example /investments/all-investments/fcrex/) and /education/ are already mapped to their new pages.Source
    • Your websiteThe renaming letter (July 21, 2025): "At FS Investments ... Today, I am excited to announce our new name: Future Standard", driven by "The combination of FS Investments and Portfolio Advisors" so that "Under one unified brand, we now meet the market in a consistent, integrated and simplified way".Source
    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
    • HiringCompliance Associate, Marketing & Distribution (Philadelphia, posted September 10, 2026): will "support the review and approval of marketing, investor and client communications across private and registered investment products", including "presentations, pitchbooks, fact sheets, DDQs, RFPs, RFIs", working "closely with Marketing, Distribution, Client Services, Legal and Compliance"; supports the SEC Marketing Rule and FINRA Rule 2210, FINRA advertising filings and "documentation and audit trails"; experience with "Red Oak or another marketing compliance review/workflow platform" is preferred.Source
  • 02

    Fund pages exist only per share class, so /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404. Those are the addresses an advisor types, a journalist links or an AI assistant guesses.

    Medium impactLow effort First result in 1 week Head of Advisor Marketing

    First action

    Redirect the two 404 fund addresses to their Class I pages today.

    How to measure it

    404s on fund addresses

    Now
    –
    Target
    0
    By
    2 weeks

    Steps

    1. 1

      List funds

      Every fund with class pages.

      Head of Advisor Marketing 1 hour

    2. 2

      Decide format

      Overview page or redirect per fund.

      Head of Advisor Marketing 1 day

    3. 3

      Draft overviews

      Structure, classes, documents.

      Head of Advisor Marketing 2 days

    4. 4

      Compliance review

      Disclosures for each overview.

      Compliance Associate, Marketing & Distribution 2 days

    5. 5

      Publish

      At /investments/<fund>.

      Webflow developer 1 day

    6. 6

      Update links

      Emails, press and social bios.

      Head of Digital Marketing 1 day

    First result
    1 week
    Cost
    $0
    Owner
    Head of Advisor Marketing

    Smallest test

    Redirect the two known 404 addresses and watch the logs.

    Why it works

    Add a short fund overview page at each class-free address (strategy, structure, share classes with tickers, documents) with links to every class page, or redirect it to the most common class. Use these addresses in emails and press releases.

    A clean fund address removes a dead end at the moment of highest intent and gives search a single page to rank for each fund name.

    Risks and how to handle them

    • Overview pages need their own disclosures

      Reuse the approved class-page disclosure blocks.

    Evidence

    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
    • Your websiteFinancial advisors page: four private wealth solutions, FS MVP Private Markets Fund ("An evergreen, tender offer fund"), FS Credit Real Estate Income Trust ("A daily NAV REIT"), FS Credit Income Fund ("An interval fund", FCRIX) and FS Multi-Strategy Alternatives Fund ("A daily liquid multi-strategy mutual fund", FSMSX); the promise is a "level playing field" with "the same premier deal flow as our institutional offerings".Source
    • Your websiteFS MVP Private Markets Fund, Class I page: NAV "$14.39" and "$2.0B total gross assets" as of 8/31/2026, "171 sponsors" and "369 Total Investments"; the performance section is headed "As of 03/31/2025" while the tables beneath it are dated 6/30/2026 and 8/31/2026.Source
  • 03

    The FS MVP Private Markets Fund Class I page heads its performance section "As of 03/31/2025" while the tables under it are dated 6/30/2026 and 8/31/2026. Advisors read dates closely, and the new marketing compliance hire is there to review exactly this kind of material.

    High impactLow effort First result in 1 week Compliance Associate

    First action

    Scan every class page for "As of" dates older than the data shown.

    How to measure it

    Mismatched date labels

    Now
    –
    Target
    0
    By
    30 days

    Steps

    1. 1

      Fix the heading

      FS MVP Class I performance section.

      Webflow developer 1 hour

    2. 2

      Scan all classes

      Every fund and class page.

      Compliance Associate, Marketing & Distribution 1 day

    3. 3

      Bind dates to data

      One CMS field per table.

      Webflow developer 3 days

    4. 4

      Nightly check

      Flag mismatched dates.

      Webflow developer 2 days

    5. 5

      Log corrections

      In the review audit trail.

      Compliance Associate, Marketing & Distribution ongoing

    6. 6

      Extend to fact sheets

      Same check on PDFs.

      Compliance Associate, Marketing & Distribution 2 weeks

    First result
    1 week
    Cost
    Developer time
    Owner
    Compliance Associate, Marketing & Distribution

    Smallest test

    Fix the one heading and scan the other class pages by hand.

    Why it works

    Fix the heading, then add a check to the publishing workflow: every "as of" date on fund pages and fact sheets is pulled from the same data field as the table it describes, and a nightly scan flags any page where dates disagree. Record each correction in the review log.

    Consistent dates protect trust with advisors and make the compliance review faster, because the system catches mechanical errors before people do.

    Risks and how to handle them

    • False alarms on intentionally different dates

      Allow a documented exception field.

    Evidence

    • Your websiteFS MVP Private Markets Fund, Class I page: NAV "$14.39" and "$2.0B total gross assets" as of 8/31/2026, "171 sponsors" and "369 Total Investments"; the performance section is headed "As of 03/31/2025" while the tables beneath it are dated 6/30/2026 and 8/31/2026.Source
    • HiringCompliance Associate, Marketing & Distribution (Philadelphia, posted September 10, 2026): will "support the review and approval of marketing, investor and client communications across private and registered investment products", including "presentations, pitchbooks, fact sheets, DDQs, RFPs, RFIs", working "closely with Marketing, Distribution, Client Services, Legal and Compliance"; supports the SEC Marketing Rule and FINRA Rule 2210, FINRA advertising filings and "documentation and audit trails"; experience with "Red Oak or another marketing compliance review/workflow platform" is preferred.Source
    • HiringSenior Compliance Associate (Darien and Philadelphia, posted August 20, 2026, $110,000-$165,000): will "Support compliance oversight throughout the business development and investor relations process" and "Review marketing materials, RFP responses, investor presentations, website content, and other communications for regulatory compliance", in "a growing organization".Source
  • 04

    The rename is 15 months old, but advisors and investors still search for FS Investments, and fund names still begin with "FS". The homepage meta description does not mention the former name, so a searcher cannot confirm from the result that this is the same firm.

    Medium impactLow effort First result in 2 weeks Head of Digital Marketing

    First action

    Add alternateName to the Organization markup today.

    How to measure it

    Click-through on "FS Investments" searches

    Now
    –
    Target
    +15%
    By
    60 days

    Steps

    1. 1

      Write the line

      One approved sentence.

      Corporate Communications 1 hour

    2. 2

      Meta descriptions

      Homepage and Who we are.

      Head of Digital Marketing 1 hour

    3. 3

      Structured data

      alternateName and sameAs.

      Webflow developer 2 hours

    4. 4

      Social bios

      LinkedIn, X, YouTube, Instagram.

      Head of Digital Marketing 1 hour

    5. 5

      Press boilerplate

      For the next four quarters.

      Corporate Communications 1 hour

    6. 6

      Measure

      Search Console for both names.

      Head of Digital Marketing monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Head of Digital Marketing

    Smallest test

    Change the homepage description and check the result in two weeks.

    Why it works

    Add "formerly FS Investments" to the homepage and About meta descriptions, the Organization structured data (alternateName for FS Investments and Portfolio Advisors), social bios and the press boilerplate for the next year.

    It reassures existing clients, keeps brand searches on the firm's own pages and helps AI assistants connect the two names.

    Risks and how to handle them

    • Keeps the old name alive too long

      Set a date to remove it.

    Evidence

    • Your websiteThe renaming letter (July 21, 2025): "At FS Investments ... Today, I am excited to announce our new name: Future Standard", driven by "The combination of FS Investments and Portfolio Advisors" so that "Under one unified brand, we now meet the market in a consistent, integrated and simplified way".Source
    • Channel dataYouTube @futurestandardfs: 958 subscribers, 123 videos, 357,286 views. Real-visitor Chrome data passes Core Web Vitals (LCP 967 ms, INP 50 ms, CLS 0 at the 75th percentile, steady), so speed is not the constraint. The homepage meta description does not mention the former FS Investments name.Source
    • Redirect checkOn October 23, 2026 we requested 40 old fsinvestments.com research and library addresses sampled from the Wayback Machine (which holds over 800 distinct /fs-insights/ addresses and over 500 /library/ addresses crawled in 2025): 38 returned a 301 to the futurestandard.com homepage; only 2 reached the matching article, each after three redirects (via futurestandard.com without www). The old /financial-advisors/fs-thrive/ address also lands on the homepage, though the same page lives at /financial-advisors/fs-thrive. Fund ticker addresses (for example /investments/all-investments/fcrex/) and /education/ are already mapped to their new pages.Source
  • 05

    Future Standard has published 124 Chart of the Week posts on the new site, its most repeatable format. The sign-up opens an external subscription center in a new tab, so a reader who just found a useful chart has to leave it to subscribe.

    High impactLow effort First result in 2 weeks Head of Digital Marketing

    First action

    Add the inline form to the ten most visited chart pages.

    How to measure it

    Sign-up rate

    Now
    –
    Target
    2x
    By
    60 days

    Steps

    1. 1

      Design form

      Email and role only.

      Head of Advisor Marketing 1 day

    2. 2

      Connect platform

      Same lists as the subscription center.

      Webflow developer 2 days

    3. 3

      Add consent text

      Approved wording.

      Compliance Associate, Marketing & Distribution 1 day

    4. 4

      Place it

      All chart and report templates.

      Webflow developer 1 day

    5. 5

      Welcome email

      Latest chart book.

      Head of Advisor Marketing 2 days

    6. 6

      Measure

      Rate per page type.

      Head of Digital Marketing weekly

    First result
    2 weeks
    Cost
    Developer time
    Owner
    Head of Digital Marketing

    Smallest test

    Test the inline form on one template for two weeks.

    Why it works

    Add a short inline form (email, role: advisor, institution, other) at the end of every chart and report page, posting to the same email platform. Thank subscribers with the latest chart book and tag the role for nurture.

    Readers subscribe in the moment they get value; one fewer step usually lifts sign-ups, and the role field lets advisor and institutional emails diverge.

    Risks and how to handle them

    • Low-quality sign-ups

      Ask for role and filter in nurture.

    Evidence

    • Your websiteInsights page: "SUBSCRIBE FOR MORE INSIGHTS" and "Subscribe to the chart of the week" both open an external email subscription center in a new tab. The podcast "Can We Talk in Private?" (Apple, Spotify) published episodes on August 31, September 22 and October 5, 2026, including one with the National Center for the Middle Market at The Ohio State University.Source
    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
    • Channel dataYouTube @futurestandardfs: 958 subscribers, 123 videos, 357,286 views. Real-visitor Chrome data passes Core Web Vitals (LCP 967 ms, INP 50 ms, CLS 0 at the 75th percentile, steady), so speed is not the constraint. The homepage meta description does not mention the former FS Investments name.Source
  • 06

    The advisors page lists four very different structures: a tender offer fund, a daily NAV REIT, an interval fund and a daily liquid mutual fund. Each lives on its own class pages, so an advisor has to open several pages to see how liquidity, minimums and share classes differ.

    High impactMedium effort First result in 1 month Head of Advisor Marketing

    First action

    Draft the table columns with two regional directors.

    How to measure it

    Comparison-to-fund click rate

    Now
    –
    Target
    40%
    By
    60 days

    Steps

    1. 1

      Pick columns

      With regional directors.

      Head of Advisor Marketing 2 days

    2. 2

      Fill data

      From fund documents.

      Head of Advisor Marketing 3 days

    3. 3

      Compliance review

      Disclosures and fair presentation.

      Compliance Associate, Marketing & Distribution 1 week

    4. 4

      Build page

      Linked from the advisors page.

      Webflow developer 3 days

    5. 5

      Share

      Wholesaler email signature and sequences.

      Regional Directors ongoing

    6. 6

      Refresh

      Quarterly from fund data.

      Head of Advisor Marketing quarterly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Head of Advisor Marketing

    Smallest test

    Share a PDF version with ten advisors and ask what is missing.

    Why it works

    Build a comparison table (structure, asset class, liquidity terms, share classes and tickers, minimums, documents) with links to each fund. Route it through marketing compliance once, then refresh it from fund data.

    Advisors pick between structures before they pick a fund; a clear table shortens that step and gives wholesalers one link to send.

    Risks and how to handle them

    • Seen as a performance comparison

      Show terms and structure only, with standard disclosures.

    Evidence

    • Your websiteFinancial advisors page: four private wealth solutions, FS MVP Private Markets Fund ("An evergreen, tender offer fund"), FS Credit Real Estate Income Trust ("A daily NAV REIT"), FS Credit Income Fund ("An interval fund", FCRIX) and FS Multi-Strategy Alternatives Fund ("A daily liquid multi-strategy mutual fund", FSMSX); the promise is a "level playing field" with "the same premier deal flow as our institutional offerings".Source
    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
    • HiringCompliance Associate, Marketing & Distribution (Philadelphia, posted September 10, 2026): will "support the review and approval of marketing, investor and client communications across private and registered investment products", including "presentations, pitchbooks, fact sheets, DDQs, RFPs, RFIs", working "closely with Marketing, Distribution, Client Services, Legal and Compliance"; supports the SEC Marketing Rule and FINRA Rule 2210, FINRA advertising filings and "documentation and audit trails"; experience with "Red Oak or another marketing compliance review/workflow platform" is preferred.Source

This quarter 9

The core plays for the next three months.

  • 07

    Future Standard is hiring two compliance roles that review marketing, pitchbooks, fact sheets, DDQs, RFPs and website content, with experience of a review workflow platform preferred. Every piece reviewed from scratch slows how fast advisors and institutions get answers.

    High impactMedium effort First result in 1 quarter Compliance Associate

    First action

    List the 30 sentences that appear in most approved pieces.

    How to measure it

    Review turnaround

    Now
    –
    Target
    -40%
    By
    2 quarters

    Steps

    1. 1

      Audit recent reviews

      Which text repeats.

      Compliance Associate, Marketing & Distribution 2 weeks

    2. 2

      Approve blocks

      Fund, firm and disclosure blocks.

      Senior Compliance Associate 1 month

    3. 3

      Load into platform

      Tagged and versioned.

      Compliance Associate, Marketing & Distribution 2 weeks

    4. 4

      Set review tiers

      Light path for assembled pieces.

      Senior Compliance Associate 2 weeks

    5. 5

      Train marketing

      How to build from blocks.

      Compliance Associate, Marketing & Distribution 1 week

    6. 6

      Measure

      Turnaround and rework.

      Compliance Associate, Marketing & Distribution monthly

    7. 7

      Refresh blocks

      When facts change.

      Compliance Associate, Marketing & Distribution quarterly

    First result
    1 quarter
    Cost
    Platform configuration time
    Owner
    Compliance Associate, Marketing & Distribution

    Smallest test

    Pre-approve the firm facts block and time the next five reviews.

    Why it works

    Build a library of pre-approved blocks (fund descriptions, standard disclosures, firm facts like AUM and offices, team bios, chart captions) in the review platform. New materials assembled from approved blocks get a lighter review path; only new claims go through full review.

    Faster approvals mean more campaigns, quicker RFP turnaround and fewer stale facts, without loosening controls.

    Risks and how to handle them

    • Blocks drift out of date

      Owner and expiry date on every block.

    Evidence

    • HiringCompliance Associate, Marketing & Distribution (Philadelphia, posted September 10, 2026): will "support the review and approval of marketing, investor and client communications across private and registered investment products", including "presentations, pitchbooks, fact sheets, DDQs, RFPs, RFIs", working "closely with Marketing, Distribution, Client Services, Legal and Compliance"; supports the SEC Marketing Rule and FINRA Rule 2210, FINRA advertising filings and "documentation and audit trails"; experience with "Red Oak or another marketing compliance review/workflow platform" is preferred.Source
    • HiringSenior Compliance Associate (Darien and Philadelphia, posted August 20, 2026, $110,000-$165,000): will "Support compliance oversight throughout the business development and investor relations process" and "Review marketing materials, RFP responses, investor presentations, website content, and other communications for regulatory compliance", in "a growing organization".Source
    • HiringAssociate, Digital Infrastructure (Stamford, posted July 16, 2026) on the Future Standard Digital Infrastructure ("FSDI") team, "formerly Post Road Group", across "data centers, fiber, towers, telecom services". Every post describes the firm as "a global alternative asset manager serving institutional and private wealth clients" with "$94 billion in assets under management" that backs "business owners and financial sponsors" in the middle market.Source
  • 08

    "Can We Talk in Private?" publishes about every three weeks with the research team and guests, but the YouTube channel has 958 subscribers. Long audio is hard to discover; short clips with captions are what advisors watch between meetings.

    High impactMedium effort First result in 1 quarter Investment Research team

    First action

    Cut three clips from the latest episode.

    How to measure it

    Subscribers

    Now
    –
    Target
    3,000
    By
    2 quarters

    Steps

    1. 1

      Add video recording

      Two cameras in the studio.

      Investment Research team 2 weeks

    2. 2

      Publish full episodes

      YouTube with chapters.

      Head of Digital Marketing per episode

    3. 3

      Cut clips

      Three per episode.

      Head of Digital Marketing per episode

    4. 4

      Compliance review

      Clip sets reviewed together.

      Compliance Associate, Marketing & Distribution per episode

    5. 5

      Post

      Shorts and LinkedIn.

      Head of Digital Marketing per episode

    6. 6

      Measure

      Views, subscribers and clicks.

      Head of Digital Marketing monthly

    First result
    1 quarter
    Cost
    Editing time
    Owner
    Investment Research team

    Smallest test

    Publish clips from one episode and compare reach with the audio.

    Why it works

    Film each recording, publish the full episode on YouTube, and cut three 60-second clips with captions for YouTube Shorts and LinkedIn, each linking to the related report or chart.

    The content already exists; clips multiply its reach and send viewers to the research and sign-up pages.

    Risks and how to handle them

    • Clips lose context

      Link each to the full episode and disclosures.

    Evidence

    • Your websiteInsights page: "SUBSCRIBE FOR MORE INSIGHTS" and "Subscribe to the chart of the week" both open an external email subscription center in a new tab. The podcast "Can We Talk in Private?" (Apple, Spotify) published episodes on August 31, September 22 and October 5, 2026, including one with the National Center for the Middle Market at The Ohio State University.Source
    • Channel dataYouTube @futurestandardfs: 958 subscribers, 123 videos, 357,286 views. Real-visitor Chrome data passes Core Web Vitals (LCP 967 ms, INP 50 ms, CLS 0 at the 75th percentile, steady), so speed is not the constraint. The homepage meta description does not mention the former FS Investments name.Source
    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
  • 09

    Future Standard's research is written for advisors, but advisors' clients are the real audience for "why alternatives". An advisor who wants to share a chart has nothing approved for retail use.

    High impactMedium effort First result in 2 quarters Head of Advisor Marketing

    First action

    Pick the three charts advisors ask about most.

    How to measure it

    Advisor downloads of client pieces

    Now
    –
    Target
    1,000 a quarter
    By
    2 quarters

    Steps

    1. 1

      Pick topics

      With regional directors.

      Head of Advisor Marketing 1 week

    2. 2

      Rewrite for clients

      Plain language.

      Investment Research team 2 weeks

    3. 3

      Retail review

      FINRA 2210 review and filing where needed.

      Compliance Associate, Marketing & Distribution 2 weeks

    4. 4

      Add co-branding

      Advisor name field.

      Head of Digital Marketing 2 weeks

    5. 5

      Distribute

      Advisor area and wholesaler emails.

      Regional Directors ongoing

    6. 6

      Measure

      Downloads and follow-up meetings.

      Head of Advisor Marketing monthly

    First result
    2 quarters
    Cost
    Design and review time
    Owner
    Head of Advisor Marketing

    Smallest test

    Release one client-ready chart and track downloads.

    Why it works

    Produce a client-ready version of the monthly chart book and key outlooks, reviewed as retail communications, with space for the advisor's name. Offer them in the advisor area and in wholesaler emails.

    When advisors share Future Standard's view with clients, the firm earns reach it cannot buy and becomes the advisor's default explainer.

    Risks and how to handle them

    • Advisors edit the pieces

      Lock content; allow only the name field.

    Evidence

    • HiringCompliance Associate, Marketing & Distribution (Philadelphia, posted September 10, 2026): will "support the review and approval of marketing, investor and client communications across private and registered investment products", including "presentations, pitchbooks, fact sheets, DDQs, RFPs, RFIs", working "closely with Marketing, Distribution, Client Services, Legal and Compliance"; supports the SEC Marketing Rule and FINRA Rule 2210, FINRA advertising filings and "documentation and audit trails"; experience with "Red Oak or another marketing compliance review/workflow platform" is preferred.Source
    • Your websiteFinancial advisors page: four private wealth solutions, FS MVP Private Markets Fund ("An evergreen, tender offer fund"), FS Credit Real Estate Income Trust ("A daily NAV REIT"), FS Credit Income Fund ("An interval fund", FCRIX) and FS Multi-Strategy Alternatives Fund ("A daily liquid multi-strategy mutual fund", FSMSX); the promise is a "level playing field" with "the same premier deal flow as our institutional offerings".Source
    • Your websiteInsights page: "SUBSCRIBE FOR MORE INSIGHTS" and "Subscribe to the chart of the week" both open an external email subscription center in a new tab. The podcast "Can We Talk in Private?" (Apple, Spotify) published episodes on August 31, September 22 and October 5, 2026, including one with the National Center for the Middle Market at The Ohio State University.Source
  • 10

    Digital infrastructure is the newest platform (FSDI, formerly Post Road Group), it is hiring, and the firm partnered with KDC in August. Institutional allocators are researching data centers, fiber and towers now, and the site has one team page for it.

    Medium impactMedium effort First result in 1 quarter Digital Infrastructure team

    First action

    Gather existing digital infrastructure articles into one page.

    How to measure it

    Infrastructure inquiries

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Gather content

      Articles and Q&As.

      Digital Infrastructure team 1 week

    2. 2

      Write the approach

      One page.

      Digital Infrastructure team 2 weeks

    3. 3

      Quarterly note

      With research.

      Investment Research team quarterly

    4. 4

      Compliance review

      Institutional materials.

      Senior Compliance Associate 1 week

    5. 5

      Publish hub

      Linked from Infrastructure.

      Webflow developer 1 week

    6. 6

      Promote

      Consultants and LinkedIn.

      Institutional Client Group ongoing

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Digital Infrastructure team

    Smallest test

    Publish the hub with existing content.

    Why it works

    Build a hub page with the team, investment approach, a quarterly digital infrastructure note from the research team and the existing Q&A. Promote it to institutional consultants and on LinkedIn.

    A focused hub makes the new platform visible to the investors and sponsors it wants to reach, and gives the team a link to send.

    Risks and how to handle them

    • Thin content at first

      Launch with the existing pieces and add quarterly.

    Evidence

    • HiringAssociate, Digital Infrastructure (Stamford, posted July 16, 2026) on the Future Standard Digital Infrastructure ("FSDI") team, "formerly Post Road Group", across "data centers, fiber, towers, telecom services". Every post describes the firm as "a global alternative asset manager serving institutional and private wealth clients" with "$94 billion in assets under management" that backs "business owners and financial sponsors" in the middle market.Source
    • News centerFirm news in 2026: Chris Keogh appointed "Co-President and Head of Client Engagement and Capital Formation" (May 27); Edwin Conway, "former BlackRock and Blackstone senior executive", appointed CEO (July 14); final close of PA Secondary Fund V with "approximately $3 billion", "the largest private fund closing in the firm's more than 30-year history" (June 9); a strategic partnership with infrastructure firm KDC (August 18).Source
    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
  • 11

    The marketing compliance role reviews DDQs, RFPs and RFIs, and the senior role reviews RFP responses. Institutional searches move on response speed and consistency, and answers are often rebuilt from old documents.

    High impactMedium effort First result in 1 quarter Institutional Client Group

    First action

    Load answers from the last five RFPs.

    How to measure it

    Days to submit an RFP

    Now
    –
    Target
    -30%
    By
    2 quarters

    Steps

    1. 1

      Collect past answers

      Last 12 months.

      Institutional Client Group 2 weeks

    2. 2

      Tag and dedupe

      By topic and fund.

      Institutional Client Group 2 weeks

    3. 3

      Approve

      Compliance sign-off.

      Compliance Associate, Marketing & Distribution 2 weeks

    4. 4

      Set expiry

      Review dates.

      Compliance Associate, Marketing & Distribution 1 day

    5. 5

      Use it

      For every new RFP.

      Institutional Client Group ongoing

    6. 6

      Measure

      Turnaround and win rate.

      Institutional Client Group quarterly

    First result
    1 quarter
    Cost
    Software or staff time
    Owner
    Institutional Client Group

    Smallest test

    Draft the next RFP from a shared folder of approved answers.

    Why it works

    Create one answer bank of approved responses, tagged by topic, fund and date, with an owner and review date on each. Draft new RFPs from it and send only new answers to full review.

    Faster, consistent responses improve shortlist rates and free the team for meetings.

    Risks and how to handle them

    • Stale answers reused

      Expiry dates block old answers.

    Evidence

    • HiringCompliance Associate, Marketing & Distribution (Philadelphia, posted September 10, 2026): will "support the review and approval of marketing, investor and client communications across private and registered investment products", including "presentations, pitchbooks, fact sheets, DDQs, RFPs, RFIs", working "closely with Marketing, Distribution, Client Services, Legal and Compliance"; supports the SEC Marketing Rule and FINRA Rule 2210, FINRA advertising filings and "documentation and audit trails"; experience with "Red Oak or another marketing compliance review/workflow platform" is preferred.Source
    • HiringSenior Compliance Associate (Darien and Philadelphia, posted August 20, 2026, $110,000-$165,000): will "Support compliance oversight throughout the business development and investor relations process" and "Review marketing materials, RFP responses, investor presentations, website content, and other communications for regulatory compliance", in "a growing organization".Source
    • Your websiteInstitutional investors page: private funds, separate accounts, bundled solutions and deal-level access for pension plans, endowments, foundations, sovereign funds and family offices. Sponsors page: "serving on over 250 Limited Partner Advisory Committees", with co-investment, secondaries and primaries teams.Source
  • 12

    Future Standard has 77 people pages and research by named experts across 222 insights. When an AI assistant or journalist looks for a private credit or secondaries expert, the person page is where authority builds.

    Medium impactLow effort First result in 1 quarter Head of Digital Marketing

    First action

    Update the pages of the five most published authors.

    How to measure it

    People-page visits

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Map authors

      Insights by author.

      Head of Digital Marketing 1 week

    2. 2

      Add sections

      Research, podcast, media.

      Webflow developer 1 week

    3. 3

      Structured data

      Person markup.

      Webflow developer 2 days

    4. 4

      Byline links

      Every article.

      Webflow developer 2 days

    5. 5

      Compliance check

      Bios and titles.

      Compliance Associate, Marketing & Distribution 1 week

    6. 6

      Measure

      Visits and press mentions.

      Head of Digital Marketing monthly

    First result
    1 quarter
    Cost
    $0
    Owner
    Head of Digital Marketing

    Smallest test

    Rebuild one expert page and track it.

    Why it works

    Link each expert's page to everything they wrote, recorded or said on air, add Person structured data, and link back from every article byline.

    Expert pages that gather the work help search and AI assistants attribute expertise to the firm, and give press an easy page to cite.

    Risks and how to handle them

    • Staff changes leave gaps

      Redirect departed experts to their team page.

    Evidence

    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
    • Your websiteInsights page: "SUBSCRIBE FOR MORE INSIGHTS" and "Subscribe to the chart of the week" both open an external email subscription center in a new tab. The podcast "Can We Talk in Private?" (Apple, Spotify) published episodes on August 31, September 22 and October 5, 2026, including one with the National Center for the Middle Market at The Ohio State University.Source
    • News centerFirm news in 2026: Chris Keogh appointed "Co-President and Head of Client Engagement and Capital Formation" (May 27); Edwin Conway, "former BlackRock and Blackstone senior executive", appointed CEO (July 14); final close of PA Secondary Fund V with "approximately $3 billion", "the largest private fund closing in the firm's more than 30-year history" (June 9); a strategic partnership with infrastructure firm KDC (August 18).Source
  • 13

    Every recent webinar carries 1 CFP, IWI or CFA credit, and advisors come for the credit. Once the credit is earned, there is no clear next step on the page.

    Medium impactMedium effort First result in 1 quarter Head of Advisor Marketing

    First action

    Write the follow-up for the next webinar.

    How to measure it

    Meetings per webinar

    Now
    –
    Target
    15
    By
    2 quarters

    Steps

    1. 1

      Define next steps

      Research, guide, call.

      Head of Advisor Marketing 1 week

    2. 2

      Build emails

      Three-message sequence.

      Head of Digital Marketing 1 week

    3. 3

      Route to wholesalers

      By territory.

      Regional Directors 1 week

    4. 4

      Compliance review

      Sequence content.

      Compliance Associate, Marketing & Distribution 1 week

    5. 5

      Run

      Every webinar.

      Head of Advisor Marketing ongoing

    6. 6

      Measure

      Meetings and flows.

      Head of Advisor Marketing monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Head of Advisor Marketing

    Smallest test

    Run the sequence after one webinar.

    Why it works

    After each webinar, send the attendee the related research, a short fund-structure guide and an offer to talk with their regional director; suggest the next course in the series. Track which webinars lead to meetings.

    CE attendees are qualified advisors who have just spent an hour with the firm; a timely next step turns education into relationships.

    Risks and how to handle them

    • Advisors feel sold to

      Lead with education; one meeting offer only.

    Evidence

    • Your websiteContinuing education ("Know your alternatives®"): "in-person and on-demand courses for CFP, IWI and CFA credit"; recent webinars each carry "1 CFP | IWI | CFA CE Credit", for example "Beyond Beta: Unlocking Growth in the Middle Market" with RIA Channel. FS Thrive offers advisors Predictive Index team workshops, Exos performance workshops and "personalized business valuation reports" for business-owner clients, and won a WealthManagement.com 2023 industry award.Source
    • Your websiteFinancial advisors page: four private wealth solutions, FS MVP Private Markets Fund ("An evergreen, tender offer fund"), FS Credit Real Estate Income Trust ("A daily NAV REIT"), FS Credit Income Fund ("An interval fund", FCRIX) and FS Multi-Strategy Alternatives Fund ("A daily liquid multi-strategy mutual fund", FSMSX); the promise is a "level playing field" with "the same premier deal flow as our institutional offerings".Source
    • News centerFirm news in 2026: Chris Keogh appointed "Co-President and Head of Client Engagement and Capital Formation" (May 27); Edwin Conway, "former BlackRock and Blackstone senior executive", appointed CEO (July 14); final close of PA Secondary Fund V with "approximately $3 billion", "the largest private fund closing in the firm's more than 30-year history" (June 9); a strategic partnership with infrastructure firm KDC (August 18).Source
  • 14

    FS Thrive has award-winning advisor programs (team assessments, performance workshops, business valuation reports), but the old links land on the homepage and the requests run through generic forms.

    Medium impactMedium effort First result in 1 quarter Head of Advisor Marketing

    First action

    List advisors who used FS Thrive in the last year.

    How to measure it

    Program requests

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Audit programs

      Uptake and cost.

      Head of Advisor Marketing 2 weeks

    2. 2

      Refresh page

      Dates and forms.

      Webflow developer 2 weeks

    3. 3

      Announce

      Advisor email and wholesalers.

      Regional Directors 1 week

    4. 4

      Track attendance

      In the CRM.

      Head of Advisor Marketing ongoing

    5. 5

      Link to flows

      Program to sales.

      Head of Advisor Marketing quarterly

    6. 6

      Prune

      Drop low-uptake programs.

      Head of Advisor Marketing annually

    First result
    1 quarter
    Cost
    Program costs
    Owner
    Head of Advisor Marketing

    Smallest test

    Announce the next session to 500 advisors and count requests.

    Why it works

    Give FS Thrive a short relaunch: a Future Standard-branded page with dates, a request form per program, a calendar of sessions, and tracking of which advisors attend and later invest.

    Value-add programs build loyalty with the advisors who place the most assets; measuring them shows which ones earn their cost.

    Risks and how to handle them

    • Hard to prove return

      Compare engaged and non-engaged advisors.

    Evidence

    • Your websiteContinuing education ("Know your alternatives®"): "in-person and on-demand courses for CFP, IWI and CFA credit"; recent webinars each carry "1 CFP | IWI | CFA CE Credit", for example "Beyond Beta: Unlocking Growth in the Middle Market" with RIA Channel. FS Thrive offers advisors Predictive Index team workshops, Exos performance workshops and "personalized business valuation reports" for business-owner clients, and won a WealthManagement.com 2023 industry award.Source
    • Redirect checkOn October 23, 2026 we requested 40 old fsinvestments.com research and library addresses sampled from the Wayback Machine (which holds over 800 distinct /fs-insights/ addresses and over 500 /library/ addresses crawled in 2025): 38 returned a 301 to the futurestandard.com homepage; only 2 reached the matching article, each after three redirects (via futurestandard.com without www). The old /financial-advisors/fs-thrive/ address also lands on the homepage, though the same page lives at /financial-advisors/fs-thrive. Fund ticker addresses (for example /investments/all-investments/fcrex/) and /education/ are already mapped to their new pages.Source
  • 15

    PA Secondary Fund V closed at about $3 billion, the largest private fund in the firm's history, and the private wealth funds promise the same deal flow as institutional ones. The secondaries story is a strong reason for advisors to look at the evergreen private equity fund.

    High impactMedium effort First result in 2 quarters Head of Client Engagement and…

    First action

    Draft the explainer outline with the secondaries team.

    How to measure it

    Meetings

    Now
    –
    Target
    +25%
    By
    2 quarters

    Steps

    1. 1

      Outline

      With secondaries team.

      Investment Research team 1 week

    2. 2

      Write explainer

      Plain language.

      Investment Research team 3 weeks

    3. 3

      Compliance review

      Marketing Rule check.

      Compliance Associate, Marketing & Distribution 2 weeks

    4. 4

      CE course

      Secondaries basics.

      Head of Advisor Marketing 1 month

    5. 5

      Wholesaler kit

      Talking points.

      Regional Directors 2 weeks

    6. 6

      Measure

      Meetings and flows.

      Head of Client Engagement and Capital Formation monthly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Head of Client Engagement and Capital Formation

    Smallest test

    Run one CE session on secondaries.

    Why it works

    Build an advisor-facing explainer on secondaries (how they work, why they can shorten the J-curve, risks), with the research team's secondaries articles and the institutional track record described within the rules, and run it through the CE program.

    Advisors buy on a firm's depth in a strategy; the institutional franchise is the best evidence the firm can show.

    Risks and how to handle them

    • Institutional results implied as fund results

      Keep the explainer about the strategy, with required disclosures.

    Evidence

    • News centerFirm news in 2026: Chris Keogh appointed "Co-President and Head of Client Engagement and Capital Formation" (May 27); Edwin Conway, "former BlackRock and Blackstone senior executive", appointed CEO (July 14); final close of PA Secondary Fund V with "approximately $3 billion", "the largest private fund closing in the firm's more than 30-year history" (June 9); a strategic partnership with infrastructure firm KDC (August 18).Source
    • Your websiteFinancial advisors page: four private wealth solutions, FS MVP Private Markets Fund ("An evergreen, tender offer fund"), FS Credit Real Estate Income Trust ("A daily NAV REIT"), FS Credit Income Fund ("An interval fund", FCRIX) and FS Multi-Strategy Alternatives Fund ("A daily liquid multi-strategy mutual fund", FSMSX); the promise is a "level playing field" with "the same premier deal flow as our institutional offerings".Source
    • Your websiteInstitutional investors page: private funds, separate accounts, bundled solutions and deal-level access for pension plans, endowments, foundations, sovereign funds and family offices. Sponsors page: "serving on over 250 Limited Partner Advisory Committees", with co-investment, secondaries and primaries teams.Source
    • HiringCompliance Associate, Marketing & Distribution (Philadelphia, posted September 10, 2026): will "support the review and approval of marketing, investor and client communications across private and registered investment products", including "presentations, pitchbooks, fact sheets, DDQs, RFPs, RFIs", working "closely with Marketing, Distribution, Client Services, Legal and Compliance"; supports the SEC Marketing Rule and FINRA Rule 2210, FINRA advertising filings and "documentation and audit trails"; experience with "Red Oak or another marketing compliance review/workflow platform" is preferred.Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    The August report "Hidden layers: Rethinking diversification in the AI era" offers a framework for measuring AI exposure across public and private markets. Advisors are asked this question by clients now.

    High impactHigh effort First result in 3 quarters Investment Research team

    First action

    Sketch the inputs and outputs with the report authors.

    How to measure it

    Advisor sessions

    Now
    –
    Target
    5,000
    By
    3 quarters

    Steps

    1. 1

      Define method

      From the report.

      Investment Research team 1 month

    2. 2

      Design tool

      Inputs and outputs.

      Head of Digital Marketing 1 month

    3. 3

      Build

      Web tool.

      Webflow developer 2 months

    4. 4

      Compliance review

      No individual advice.

      Senior Compliance Associate 1 month

    5. 5

      Launch

      Podcast and webinar.

      Investment Research team 1 month

    6. 6

      Measure

      Sessions and sign-ups.

      Head of Digital Marketing monthly

    First result
    3 quarters
    Cost
    Development budget
    Owner
    Investment Research team

    Smallest test

    Publish a static worksheet version first.

    Why it works

    Build a simple tool where an advisor enters a model portfolio's broad allocations and sees estimated AI concentration by layer, with the report's explanations. Gate the detailed output with the inline sign-up.

    A useful tool earns repeat visits, sign-ups and links that a static report cannot, and puts the firm's middle market view into the conversation.

    Risks and how to handle them

    • Seen as advice

      Broad categories only, with clear disclosures.

    Evidence

    • Your websiteInsights page: "SUBSCRIBE FOR MORE INSIGHTS" and "Subscribe to the chart of the week" both open an external email subscription center in a new tab. The podcast "Can We Talk in Private?" (Apple, Spotify) published episodes on August 31, September 22 and October 5, 2026, including one with the National Center for the Middle Market at The Ohio State University.Source
    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
    • Your websiteFinancial advisors page: four private wealth solutions, FS MVP Private Markets Fund ("An evergreen, tender offer fund"), FS Credit Real Estate Income Trust ("A daily NAV REIT"), FS Credit Income Fund ("An interval fund", FCRIX) and FS Multi-Strategy Alternatives Fund ("A daily liquid multi-strategy mutual fund", FSMSX); the promise is a "level playing field" with "the same premier deal flow as our institutional offerings".Source
  • 17

    The new Co-President role combines client engagement and capital formation, and the firm sells four structures to advisors with different platforms and needs. The site speaks to "financial advisors" as one group.

    High impactHigh effort First result in 4 quarters Head of Client Engagement and…

    First action

    Tag existing advisor contacts by channel.

    How to measure it

    Advisor meetings

    Now
    –
    Target
    +30%
    By
    4 quarters

    Steps

    1. 1

      Segment contacts

      By channel.

      Head of Advisor Marketing 1 month

    2. 2

      Map needs

      Interviews per segment.

      Head of Advisor Marketing 1 month

    3. 3

      Build pages

      Three journeys.

      Webflow developer 2 months

    4. 4

      Email journeys

      Three sequences.

      Head of Digital Marketing 2 months

    5. 5

      Compliance review

      All materials.

      Compliance Associate, Marketing & Distribution 1 month

    6. 6

      Route leads

      By segment.

      Regional Directors 1 month

    7. 7

      Measure

      Meetings and flows.

      Head of Client Engagement and Capital Formation quarterly

    First result
    4 quarters
    Cost
    Staff and tool time
    Owner
    Head of Client Engagement and Capital Formation

    Smallest test

    Build the RIA journey first.

    Why it works

    Define three advisor segments, build a landing page and email journey for each (platform availability, due diligence materials, CE, wholesaler contact), and route leads by segment.

    Relevant journeys raise meeting rates and help capital formation see where flows come from.

    Risks and how to handle them

    • Too much content to maintain

      Share blocks across segments.

    Evidence

    • News centerFirm news in 2026: Chris Keogh appointed "Co-President and Head of Client Engagement and Capital Formation" (May 27); Edwin Conway, "former BlackRock and Blackstone senior executive", appointed CEO (July 14); final close of PA Secondary Fund V with "approximately $3 billion", "the largest private fund closing in the firm's more than 30-year history" (June 9); a strategic partnership with infrastructure firm KDC (August 18).Source
    • Your websiteFinancial advisors page: four private wealth solutions, FS MVP Private Markets Fund ("An evergreen, tender offer fund"), FS Credit Real Estate Income Trust ("A daily NAV REIT"), FS Credit Income Fund ("An interval fund", FCRIX) and FS Multi-Strategy Alternatives Fund ("A daily liquid multi-strategy mutual fund", FSMSX); the promise is a "level playing field" with "the same premier deal flow as our institutional offerings".Source
    • Your websiteContinuing education ("Know your alternatives®"): "in-person and on-demand courses for CFP, IWI and CFA credit"; recent webinars each carry "1 CFP | IWI | CFA CE Credit", for example "Beyond Beta: Unlocking Growth in the Middle Market" with RIA Channel. FS Thrive offers advisors Predictive Index team workshops, Exos performance workshops and "personalized business valuation reports" for business-owner clients, and won a WealthManagement.com 2023 industry award.Source
  • 18

    Future Standard's positioning is the U.S. middle market, and its podcast hosted the National Center for the Middle Market. A recurring data series owned by the firm would make it the reference on the segment it invests in.

    High impactHigh effort First result in 3 quarters Investment Research team

    First action

    Approach the Center about a joint release.

    How to measure it

    Media pickups

    Now
    –
    Target
    20 a quarter
    By
    4 quarters

    Steps

    1. 1

      Propose partnership

      Scope and data.

      Investment Research team 1 month

    2. 2

      Design release

      Charts and narrative.

      Investment Research team 1 month

    3. 3

      Compliance review

      Every release.

      Compliance Associate, Marketing & Distribution quarterly

    4. 4

      Launch

      Podcast, chart and webinar.

      Investment Research team quarterly

    5. 5

      Press push

      With communications.

      Corporate Communications quarterly

    6. 6

      Measure

      Pickups and sign-ups.

      Head of Digital Marketing quarterly

    First result
    3 quarters
    Cost
    Partnership costs
    Owner
    Investment Research team

    Smallest test

    Publish one joint chart.

    Why it works

    Propose a quarterly co-branded release combining the Center's survey data with the firm's private markets view, launched with a podcast episode, a chart and a webinar.

    Original recurring data earns press, links and AI citations and gives advisors a reason to open every quarter.

    Risks and how to handle them

    • Partner declines

      Run it with the firm's own data first.

    Evidence

    • Your websiteInsights page: "SUBSCRIBE FOR MORE INSIGHTS" and "Subscribe to the chart of the week" both open an external email subscription center in a new tab. The podcast "Can We Talk in Private?" (Apple, Spotify) published episodes on August 31, September 22 and October 5, 2026, including one with the National Center for the Middle Market at The Ohio State University.Source
    • HiringAssociate, Digital Infrastructure (Stamford, posted July 16, 2026) on the Future Standard Digital Infrastructure ("FSDI") team, "formerly Post Road Group", across "data centers, fiber, towers, telecom services". Every post describes the firm as "a global alternative asset manager serving institutional and private wealth clients" with "$94 billion in assets under management" that backs "business owners and financial sponsors" in the middle market.Source
    • News centerFirm news in 2026: Chris Keogh appointed "Co-President and Head of Client Engagement and Capital Formation" (May 27); Edwin Conway, "former BlackRock and Blackstone senior executive", appointed CEO (July 14); final close of PA Secondary Fund V with "approximately $3 billion", "the largest private fund closing in the firm's more than 30-year history" (June 9); a strategic partnership with infrastructure firm KDC (August 18).Source

Wildcards 4

Unexpected experiments, each with a cheap way to test it.

  • 19

    The Chart of the Week is short, visual and already reviewed. LinkedIn is where advisors share market views with clients and peers.

    Medium impactLow effort First result in 1 month Head of Digital Marketing

    First action

    Post this week's chart natively.

    How to measure it

    Reshares per chart

    Now
    –
    Target
    50
    By
    2 quarters

    Steps

    1. 1

      Format

      Square chart image.

      Head of Digital Marketing 1 day

    2. 2

      Caption

      Approved takeaway.

      Compliance Associate, Marketing & Distribution weekly

    3. 3

      Post

      Weekly.

      Head of Digital Marketing weekly

    4. 4

      Ask wholesalers

      Reshare to advisors.

      Regional Directors weekly

    5. 5

      Track

      Reshares and clicks.

      Head of Digital Marketing weekly

    6. 6

      Review

      Best topics.

      Investment Research team monthly

    First result
    1 month
    Cost
    $0
    Owner
    Head of Digital Marketing

    Smallest test

    Post four charts and compare reach.

    Why it works

    Post each chart natively on LinkedIn with a two-line takeaway and a link to the full note; invite advisors to reshare. Track reshares and sign-ups.

    Native visual posts travel further than links, and reshares by advisors put the firm in front of their networks.

    Risks and how to handle them

    • Compliance of reshare comments

      Share social media policy guidance with staff.

    Evidence

    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
    • Your websiteInsights page: "SUBSCRIBE FOR MORE INSIGHTS" and "Subscribe to the chart of the week" both open an external email subscription center in a new tab. The podcast "Can We Talk in Private?" (Apple, Spotify) published episodes on August 31, September 22 and October 5, 2026, including one with the National Center for the Middle Market at The Ohio State University.Source
  • 20

    Future Standard already serves Japanese investors and publishes disclosures in Japanese and English for Portfolio Advisors funds, but the only Japanese content is the disclosure notice.

    Medium impactMedium effort First result in 2 quarters Institutional Client Group

    First action

    Ask the institutional team what Japanese LPs ask for most.

    How to measure it

    Japanese inquiries

    Now
    –
    Target
    +5 a quarter
    By
    2 quarters

    Steps

    1. 1

      Interview team

      Japanese LP needs.

      Institutional Client Group 1 week

    2. 2

      Write overview

      Short page.

      Institutional Client Group 2 weeks

    3. 3

      Translate

      Professional translation.

      Institutional Client Group 2 weeks

    4. 4

      Legal review

      Local rules.

      Senior Compliance Associate 2 weeks

    5. 5

      Publish

      Linked from disclosures.

      Webflow developer 1 day

    6. 6

      Measure

      Visits and inquiries.

      Institutional Client Group quarterly

    First result
    2 quarters
    Cost
    Translation costs
    Owner
    Institutional Client Group

    Smallest test

    Translate a one-page firm overview.

    Why it works

    Add a short Japanese overview of the firm, the secondaries and credit platforms and how to contact the institutional team, reviewed under the applicable rules, and link it from the disclosure page.

    A small amount of local-language content signals commitment to a market where the firm already has investors.

    Risks and how to handle them

    • Regulatory limits on solicitation

      Keep it informational and reviewed.

    Evidence

    • Your websiteJapanese investors page: disclosures for Portfolio Advisors funds (Secondary Fund V, Credit Secondaries Fund, Growth & Income Fund, Direct Credit Opportunities Fund IV) offered by email on request, in Japanese and English.Source
    • Your websiteInstitutional investors page: private funds, separate accounts, bundled solutions and deal-level access for pension plans, endowments, foundations, sovereign funds and family offices. Sponsors page: "serving on over 250 Limited Partner Advisory Committees", with co-investment, secondaries and primaries teams.Source
    • News centerFirm news in 2026: Chris Keogh appointed "Co-President and Head of Client Engagement and Capital Formation" (May 27); Edwin Conway, "former BlackRock and Blackstone senior executive", appointed CEO (July 14); final close of PA Secondary Fund V with "approximately $3 billion", "the largest private fund closing in the firm's more than 30-year history" (June 9); a strategic partnership with infrastructure firm KDC (August 18).Source
  • 21

    FS Thrive offers advisors business valuation reports for business-owner clients, and the firm's thesis is the middle market. Middle market owners are both advisors' best clients and the firm's investment universe.

    Medium impactMedium effort First result in 2 quarters Head of Advisor Marketing

    First action

    Pilot one evening in Philadelphia.

    How to measure it

    Advisors per event

    Now
    –
    Target
    15
    By
    2 quarters

    Steps

    1. 1

      Choose city

      Strong advisor base.

      Head of Advisor Marketing 1 week

    2. 2

      Plan content

      Middle market talk.

      Investment Research team 2 weeks

    3. 3

      Invite advisors

      Via wholesalers.

      Regional Directors 3 weeks

    4. 4

      Compliance review

      Event materials.

      Compliance Associate, Marketing & Distribution 1 week

    5. 5

      Host

      One evening.

      Head of Advisor Marketing 1 day

    6. 6

      Follow up

      Meetings and reports.

      Regional Directors 2 weeks

    First result
    2 quarters
    Cost
    Event costs
    Owner
    Head of Advisor Marketing

    Smallest test

    Run one pilot evening.

    Why it works

    Host small evenings for advisors and their business-owner clients: a talk on middle market trends, a valuation report offer, and an advisor-led conversation. Measure advisor engagement afterward.

    It helps advisors win and keep valuable clients, which is the strongest kind of loyalty a fund manager can earn.

    Risks and how to handle them

    • Low attendance

      Co-host with a large advisor team.

    Evidence

    • Your websiteContinuing education ("Know your alternatives®"): "in-person and on-demand courses for CFP, IWI and CFA credit"; recent webinars each carry "1 CFP | IWI | CFA CE Credit", for example "Beyond Beta: Unlocking Growth in the Middle Market" with RIA Channel. FS Thrive offers advisors Predictive Index team workshops, Exos performance workshops and "personalized business valuation reports" for business-owner clients, and won a WealthManagement.com 2023 industry award.Source
    • HiringAssociate, Digital Infrastructure (Stamford, posted July 16, 2026) on the Future Standard Digital Infrastructure ("FSDI") team, "formerly Post Road Group", across "data centers, fiber, towers, telecom services". Every post describes the firm as "a global alternative asset manager serving institutional and private wealth clients" with "$94 billion in assets under management" that backs "business owners and financial sponsors" in the middle market.Source
    • Your websiteInsights page: "SUBSCRIBE FOR MORE INSIGHTS" and "Subscribe to the chart of the week" both open an external email subscription center in a new tab. The podcast "Can We Talk in Private?" (Apple, Spotify) published episodes on August 31, September 22 and October 5, 2026, including one with the National Center for the Middle Market at The Ohio State University.Source
  • 22

    Advisors and investors increasingly ask AI assistants about fund structures, liquidity and tickers. The answers come from whatever pages are clearest, and today the class-free fund addresses return 404.

    Medium impactLow effort First result in 1 quarter Head of Digital Marketing

    First action

    Ask three assistants about each fund and log the answers.

    How to measure it

    Correct cited answers

    Now
    –
    Target
    80%
    By
    2 quarters

    Steps

    1. 1

      Baseline

      Ask about each fund.

      Head of Digital Marketing 1 day

    2. 2

      Write FAQs

      Five per fund.

      Head of Advisor Marketing 2 weeks

    3. 3

      Compliance review

      All answers.

      Compliance Associate, Marketing & Distribution 1 week

    4. 4

      Publish

      With structured data.

      Webflow developer 1 week

    5. 5

      Monitor

      Monthly checks.

      Head of Digital Marketing monthly

    6. 6

      Fix gaps

      Update pages.

      Head of Advisor Marketing monthly

    First result
    1 quarter
    Cost
    $0
    Owner
    Head of Digital Marketing

    Smallest test

    Publish FAQs for one fund.

    Why it works

    Add a short, compliant FAQ to each fund overview (what it is, how liquidity works, share classes and tickers, where to find documents) with FAQ structured data, and check monthly how assistants describe each fund.

    Clear, structured answers make the firm's own pages the source assistants cite, rather than third-party summaries.

    Risks and how to handle them

    • Assistants still get it wrong

      Keep pages factual and consistent.

    Evidence

    • Your websiteSitemap (558 addresses, October 23, 2026): 222 insights (124 Chart of the Week posts, 37 reports, 28 podcast episodes, 19 articles, 7 media appearances), 163 news posts, 77 people pages, 12 investment team pages. Fund pages exist per share class only: /investments/fs-mvp-private-markets-fund and /investments/fs-credit-income-fund return 404.Source
    • Your websiteFinancial advisors page: four private wealth solutions, FS MVP Private Markets Fund ("An evergreen, tender offer fund"), FS Credit Real Estate Income Trust ("A daily NAV REIT"), FS Credit Income Fund ("An interval fund", FCRIX) and FS Multi-Strategy Alternatives Fund ("A daily liquid multi-strategy mutual fund", FSMSX); the promise is a "level playing field" with "the same premier deal flow as our institutional offerings".Source
    • Channel dataYouTube @futurestandardfs: 958 subscribers, 123 videos, 357,286 views. Real-visitor Chrome data passes Core Web Vitals (LCP 967 ms, INP 50 ms, CLS 0 at the 75th percentile, steady), so speed is not the constraint. The homepage meta description does not mention the former FS Investments name.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableInfo

Turn the research into a list you can act on

These ideas start with finding the right companies. Info finds them and the right person at each, researches every one and drafts the outreach, then asks before it sends.

  • Build this list in Info for idea #11 (opens programmable.info in a new tab)

New accounts: 100,000 free credits with code BETA100K

Find the companies (opens programmable.info in a new tab)
ProgrammableTalk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event (opens programmable.talk in a new tab)
ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
More example playbooks and reviews

More growth playbooks

Other companies we have researched, each read from what they are hiring for.

  • AssetWatch growth strategyAn end-to-end condition monitoring and predictive maintenance service for industrial plants: wireless vibration and temperature sensors…22 growth ideas
  • Solva growth strategySolva calls itself an "AI full-stack insurer". It gives businesses a licensed platform to launch their own insurance programs for their…23 growth ideas
  • SafeRack growth strategyA US manufacturer of safe access, bulk loading and fall protection equipment: truck, railcar and marine loading platforms and gangways…20 growth ideas
  • Next Big Innovation Labs growth strategyA Bengaluru deep-tech company that designs and builds Trivima research bioprinters (Mini, Basic, Advanced, Pro, the non-planar NP and the…21 growth ideas
  • Plotly growth strategyOpen-source graphing libraries (Plotly.py, Plotly.js) and the Dash app framework, plus Plotly Studio (AI-native analytics and app…23 growth ideas
  • UiPath growth strategyAn enterprise platform for business orchestration and automation: AI agents, RPA, API workflows, document processing, process intelligence…21 growth ideas
  • SandboxAQ growth strategyBuilds Large Quantitative Models (physics- and chemistry-grounded AI) for drug discovery and materials, plus cybersecurity (AQtive Guard)…22 growth ideas
  • Luca IQ growth strategyProfessional tax software for CPA and tax firms, built on its own IRS-tested Form 1040 engine: client portal, auto-drafted workpapers…23 growth ideas

See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 26, 2026, and cites them throughout. Future Standard did not commission, review or endorse it, and Programmable is not affiliated with Future Standard. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Future Standard runs its business.

Something wrong, or do you represent Future Standard? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Redirect the old archive, fund addresses, date check, "formerly FS Investments", inline chart sign-up and the fund comparison page.

  2. Days 31 to 6010 ideas

    Approved content library, podcast clips, client-ready research, infrastructure hub, RFP answer bank, people pages, CE follow-up, FS Thrive and the secondaries explainer.

  3. Days 61 to 905 ideas

    Big bets and pilots: the AI-exposure tool, advisor segment journeys, the middle market data series, a Japanese page and business-owner evenings.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value access to institutional-quality private markets deal flow. The most cited problem: understanding liquidity terms of evergreen and interval funds.

  • Education with CE credit
  • Explaining alternatives to clients
  • In their words: “middle market”

Market

Competitive landscape

2 competitors compared: Hamilton Lane and Blue Owl.

  • Gap to exploit: Advisor-ready, client-shareable private markets education
  • Hamilton Lane: Less middle market focus
  • Blue Owl: Different strategy mix

Hiring signals

Future Standard is building review capacity for a bigger marketing and distribution effort: a Compliance Associate for marketing, investor and client communications (fact sheets, pitchbooks, DDQs, RFPs, FINRA filings)…

  • Compliance Associate, Marketing & Distribution: Review of marketing, investor and client communications. Ideas 1, 3, 7, 9, 11.
  • Senior Compliance Associate: Website content and business development review. Ideas 3, 7, 11.
  • Associate, Digital Infrastructure: Growing the newest platform. Idea 10.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
ProgrammableMarketing
ExamplesLeaderboardsProductsTermsPrivacyCookiesDPALegalContact

© 2026 AI-Powered Growth Intelligence