volatility

Marketing Volatility – Clarify What You Mean

A headline from the closing bell today brings out another tactical but important issue investment firms will face in talking about volatility.

The headline prominently cites the VIX (Volatility Index), which has gotten an increasing amount of mainstream attention over the last few years as the designated “fear gauge”. This makes incorporating volatility into marketing tricky, because in today’s environment volatility has multiple meanings.

There are traditional, backward-looking, vehicle-specific measures like standard/downside deviation. And there are forward-looking, blended measures like the VIX. Any investment manager wanting to incorporate volatility into its messaging may have to start by clarifying exactly what they’re talking about.

Marketing Volatility – A Tendency to Oversimplify

Take a look at the following chart:

It’s taken from a recent MainStay Investments piece on volatility. MainStay uses this chart and two others to point out why volatility (standard deviation) matters: despite a significantly higher average annual return (12.6% vs. 7.3%), Investment A underperforms the more-stable Investment B in terms of 5-year total return to the tune of about 9%.

The piece is solid overall. It’s both concise (1 page) and visual (graphics communicate the message). However, I think it also illustrates one of the pitfalls in talking about volatility: oversimplification.

In MainStay’s example, the more volatile product delivers lesser performance. Pointing out the potential pitfalls of looking at average annual returns is ok, but I don’t think a thoughtful investor/advisor is truly challenged by the conclusion here. They can get lower volatility and a better return with the same product. It’s a slam dunk.

But a simple, minor shift in the data creates a much different conversation. For example, what if the Year 3 return for Investment A was -53% (instead of -58%)? In this case, Investment A delivers excess total return of about 4% over the 5-year period, but with twice the volatility. Now we have an interesting discussion. Should people forgo the extra return for a smoother ride?

In these more complicated scenarios is where the illuminating conversations about volatility can be had. As firms continue to incorporate volatility into marketing messages, especially with alternatives, I suspect that the most successful ones will be those that most deeply explore the details of how volatility really matters.

More on volatility later this week…