Silence sends the wrong signal: What reduced communication really says

When markets get volatile, it’s natural for fund managers to focus inward. Rebalancing portfolios, analysing macro conditions, managing risk – these become the immediate priorities. But in the eyes of fund selectors, going quiet during this time may do more harm than good. Communication isn’t just a courtesy but a critical indicator of control, conviction and credibility.

To better understand selector expectations, we asked 976 UK-based fund selectors a simple but revealing question: “How do you respond to managers who reduce communication during volatile periods?” Their answers tell us exactly what silence means in today’s investment environment.

The majority see silence as red flag

More than half – 51.2% – said they view it negatively, interpreting reduced communication as a sign of lack of control or confidence. This is a clear message: for most selectors, absence isn’t neutral. It actively damages perception.

When a manager falls silent, selectors don’t assume everything is fine. They assume something’s wrong. The benefit of the doubt doesn’t apply – especially not when markets are swinging and clients are anxious. In these moments, consistent communication acts as a proxy for leadership. Its absence can make even the best-managed portfolios seem uncertain.

Perception isn’t static – It’s shaped in real time

Another 19.5% of respondents said they notice the drop in communication, even if it doesn’t immediately change their view. That’s nearly one in five selectors who register silence and may begin to second-guess a manager’s positioning or reliability. Left unaddressed, this perception can erode trust gradually – especially if competitors are being more vocal and helpful during the same period.

Only 11.2% said they assume reduced communication means the manager is focused on portfolio management. And just 18.1% said they don’t notice or mind. Together, these responses show how rare it is for silence to go unchallenged. Most selectors are either downgrading your credibility – or beginning to wonder if they should.

Why communication carries more weight in volatility

During periods of market stress, fund selectors are not just evaluating performance – they’re evaluating preparedness. They want to know whether the manager has a clear view of the road ahead. They’re looking for signs of calm, conviction and clear thinking. Regular updates help establish those signals.

But it’s not just about showing presence. It’s about being useful. Managers who offer insights that help selectors explain, decide or contextualise market events are providing real value. They’re not just maintaining brand visibility – they’re reinforcing brand reliability.

How to stay present without overcommunicating

Consistent communication doesn’t mean constant noise. It means showing up with the right message, at the right time, in the right place. Here’s how to do it effectively:

• Have a rhythm. Set expectations for when updates will come – weekly, monthly, post-CPI, etc. – and stick to it.
• Be concise. Selectors don’t need long reports. They need short, strategic commentaries that clarify positioning and intent.
• Stay on platform. Publish where selectors are already researching. On Trustnet, insight content appears directly alongside fund data and sector analysis, making it part of the research flow – not a sales push.

This approach helps managers stay visible, relevant and considered – even when performance is mixed or headlines are noisy.

Trustnet helps you speak up where selectors listen

With Trustnet’s Fundswire service, managers can publish concise, targeted updates that appear in a high-trust, research-driven environment. These shouldn’t be ads or generic thought pieces but practical, strategy-linked insights seen by selectors during active decision-making.

Combined with subscribed fund factsheets, which ensure selectors can access complete fund data without any competitor advertising and keeps your brand present in the right sector contexts, Trustnet gives you a multi-channel presence that’s coherent, consistent and selector-aligned.

Don’t let silence do the talking

When selectors don’t hear from you, they don’t fill the gap with patience. They fill it with doubt. And when other managers are showing up with confidence and clarity, that silence becomes even louder.

In tough markets, the smartest thing a fund marketer can do isn’t to say more – it’s to say something clear, credible and useful. Say it regularly. Say it where selectors are looking. And say it in a way that builds trust over time.

Want to understand more about how communication, trust and transparency shape fund selection today? Download the full whitepaper “Brand certainty in uncertain markets” for all the insights from our fund selector survey.