How to Use FINTRX to Identify RIAs Using Competitor Funds—And Strategies to Replace Them

FINTRX combines award-winning RIA data, fund allocation insights, and institutional-grade search tools to give you visibility into which RIAs are using competitor funds—and how to replace them with your own strategies. In this blog, we’ll walk through how to execute this strategy from start to finish using the FINTRX platform.

Why Replacing Competitor Funds Is a Smart Growth Strategy

Unseating a competitor isn’t about cold outreach or introducing an entirely new asset class. It’s about demonstrating value in a product category where the RIA already allocates. That lowers the educational burden, improves conversion rates, and shortens your sales cycle.

Benefits of this strategy include: 

+ Targeting RIAs with proven buying behavior
+ Positioning yourself as a superior alternative
+ Avoiding dead-end conversations with uninterested firms
+ Driving organic growth without launching new products

The real question is: How do you find these opportunities quickly and consistently?

How FINTRX Identifies RIAs Allocated to Competitor Products

FINTRX aggregates detailed fund allocation and exposure data across thousands of RIA firms and investment advisors. This means you can search by competitor firm name, strategy, fund family, or even by ticker symbol.

Key Search Filters You Can Use in FINTRX:

+ Fund exposure by product (e.g., “XYZ Large Cap Growth Fund”)
+ Competitor AUM allocations
+ Firm-wide or rep-level investment behaviors
+ Historical product usage trends
+ Custodial platforms tied to product access

Imagine being able to search: "Show me RIAs using ‘ABC Strategic Income Fund’ with more than $100M in AUM and a preference for active fixed income managers."

That’s exactly what FINTRX lets you do—with real-time accuracy and powerful segmentation tools.

Segmenting & Prioritizing Opportunities

Once you've identified RIAs using competitor funds, the next step is prioritization. Not every user of a competing fund is worth pursuing equally.

Use FINTRX to rank by:

+ Assets under management (total & strategy-specific)
+ Custodian platform compatibility
+ Number of reps at the firm
+ Geographic proximity to your wholesalers
+ Relationship overlap or mutual connections (via FINTRX mapping)

This is where FINTRX's relationship intelligence engine shines. By surfacing existing connections between your team and the prospect, it becomes easier to warm up cold outreach and boost response rates.

You can also build dynamic watchlists that alert your team to changes—like shifts in allocation behavior, newly onboarded reps, or AUM growth.

Creating a Compelling Replacement Narrative

Finding the right prospects is just the beginning. To earn replacement flows, you need to articulate why your fund deserves to take the place of an existing holding.

Here are elements of a strong replacement pitch:

1. Performance Differentiation

Use trailing returns, Sharpe ratio, or drawdown data to highlight risk-adjusted outperformance over 1-, 3-, and 5-year periods.

2. Philosophical Fit

Position your strategy as better aligned with the RIA’s investment ethos (e.g., risk mitigation, value orientation, ESG integration).

3. Cost Efficiency

If your product offers lower fees or a better structure, frame it as a win for the advisor and their clients.

4. Service & Access

Demonstrate how your team can deliver more personalized support, better data transparency, or ease of access through preferred platforms.

With FINTRX, you can tailor these messages to the firm profile and individual rep preferences, increasing the chance of success.

Tactics to Engage RIAs & Gain Shelf Space

Now that you’ve identified prospects and crafted your pitch, it's time to activate.

1. Email Sequences with Personalization

Use FINTRX contact data (including verified emails) to build customized email campaigns that speak directly to the advisor’s current holdings.

Example subject line: "Seeing strong flows into ABC Fund—here’s how we stack up."

2. Call Scripts that Reference Fund Usage

When making outbound calls, use FINTRX data to reference the specific product they use:

“I noticed you’re allocated to XYZ Growth Fund—we’ve had advisors like you switch after seeing our Q1 numbers.”

3. Send Comparative Tear Sheets

Create fund comparison sheets that showcase key metrics (returns, volatility, expenses) and deliver them to the advisor via email or LinkedIn.

4. Leverage Existing Relationships

Use FINTRX's relationship mapping to see who on your team—or your extended network—can make an introduction.

4. Stay Visible with Alerts

Subscribe to firm-level alerts to monitor activity that may signal readiness to switch funds:

+ Departure of a lead rep
+ Change in firm ownership or structure
+ AUM decrease or client turnover

Why FINTRX Is the Advantage You Need

FINTRX isn’t just a database—it’s an intelligence platform purpose-built for fund distribution teams looking to drive flows into their strategies.

What sets FINTRX apart:

+ Granular product usage data: Know who’s using what—and how much.
+ Rep-level targeting: Get beyond the firm and speak directly to decision-makers.
+ Relationship mapping: Shorten the path to trust and warm up cold leads.
+ Smart alerts & automation: Be the first to know when circumstances change.
+ CRM integration: Seamlessly port your intelligence into Salesforce, HubSpot, or your CRM of choice.

If you’re relying solely on traditional RIA firmographics or custodial lists, you’re missing out on the most actionable layer of insight: what advisors are actually doing with capital.

Turn Insight Into Action

Replacing competitor funds is one of the most effective ways to grow AUM. To do it successfully, you need:

+ Verified, fund-specific allocation data
+ Precision targeting and prioritization tools
+ A compelling, data-driven narrative 
+ Consistent, relationship-driven outreach

FINTRX equips fund distribution teams to do all of the above—at scale, in one seamless platform.

See FINTRX in Action

Ready to find RIAs using your competitor's funds—and win those allocations? Request your FINTRX trial today and start replacing your competitors—one RIA at a time.