As it becomes possible to derive insights from targeting more frequently, the value of continuous targeting grows
Historically – and still too often today – we find that investor targeting is approached as a project. It’s a task that IR teams, often with valuable support from brokers, do once a year or ahead of roadshows and conferences. But daily – and even more so weekly and monthly – investors’ holdings change. Company circumstances evolve. Market conditions shift.
That has always been the case. The difference is that today there are more data and tools than ever to find, analyze and monitor investors. And AI has opened up new possibilities to automate complex analysis and generate recommendations.
In this landscape, the IR teams and brokers who work with targeting as a continuous discipline on a monthly, weekly or even daily basis will see results. They will identify new opportunities earlier. They will detect changes in investor behavior faster. They will prioritize their efforts where they create the greatest impact.
What it takes to work continuously with targeting
Going from project-based investor targeting to a more continuous approach doesn’t happen overnight. But there are several perspectives that IR teams can work on and develop over time. To us, there are three core perspectives IR teams should focus on:
High-quality, up-to-date ownership data: Reliable, granular and up-to-date ownership data forms the foundation of effective targeting. This includes the company’s own share register, as well as comprehensive peer and global investor datasets. No feature, AI-driven or otherwise, can deliver meaningful insights or recommendations without this backbone in place. Advanced tools strengthen good data, but they cannot compensate for outdated or incorrect information.
Utilizing systems and tools: The possibilities for effective targeting are greater than ever. But to take advantage of this, IR teams need to understand what is possible and how to use available tools to deliver impact. This goes beyond tools for screening and peer analysis. It includes maintaining structured lists, relevant tags, well-defined peer groups, refined screener filters and an up-to-date CRM. Continuous targeting is not only about running the analysis. It is also about maintaining the foundation that makes identifying and monitoring investors possible.
Roles and responsibilities: Working with targeting more continuously in practice means establishing new routines for everyone involved. The IR team, brokers and even AI agents need to know who does what and when. For IR teams that do this well, responsibilities are clear and processes smoother.
As it becomes possible to derive insights from investor targeting more frequently than ever before, the value of continuous targeting increases. Those who approach it as a continuous discipline, backed by quality data, tools and routines, will be better positioned to identify the right investors, prioritize effectively and build a stable and supportive shareholder base over time.
Matt Sayer is general manager, UK for Modular Finance
