164: Encore: $1.2B Boutique CEO Manish Khatta of Potomac Fund Management on The Power of Branding for Boutiques | Insights into His Modern Marketing Playbook He Used to Add $1B in 3 Years

Most boutiques market the product. Manish Khatta barely mentions his. Roughly 90% of what Potomac Fund Management puts out has nothing to do with the funds. No performance charts. No fact sheets. Their most successful piece of content is a five-minute video series about fintech gossip that never says the word Potomac. It sounds backwards. It's also how Potomac went from around $130 million in 2020 to $1.2 billion today, after more than three decades of hovering in the low hundreds of millions. In this episode, Manish and Stacy get into:What "eyes on brand" actually means, and why product marketing comes secondThe scrappy pandemic video that started it all Why he told his team not to measure ROI for two full yearsThe Eminem clip he was told not to play at a conference, and why he played it anyway What happened when Potomac started partnering with its own competitorsWhy he's now pivoting back to postcards, suits, and old-school marketing About Manish Khatta: Manish Khatta is a quant who has spent his entire career creating and refining technical trading strategies. A lifelong Potomac employee, he programmed the initial work behind Potomac's mechanical trading systems and now runs the firm as CEO and CIO. He's a father of four who leads an RIA built on content and transparency, and he spends his free time playing tennis and being on the water. --- Running a fund is hard enough. Ops shouldn’t be. Meet the team that makes it easier. | billiondollarbackstory.com/ultimus