Ivy blooms as investors demand hedged products

Ivy Asset Management's latest product launch signals that it has not forgotten the individual investor, despite most of its assets now coming from institutions. The company has attracted 70% of its current $7bn assets under management since changing its business model in 1994 to take advantage of growing demand.

The new product, the Ivy Multi-Strategy Hedge Fund, mirrors a $1.5bn fund of hedge funds already running for four years, but it is Ivy's first SEC-registered vehicle. Described as an

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