News and Analysis:Institutional vs Retail Investing for Charities

Investors are often described as being either ‘institutional’ or ‘retail’. But, what does this mean for you, and how can you make sure your charity is getting the best investment options?

If you’re like many charitable organisations with small to medium-sized unrestricted reserves, you’re likely being advised by a wealth manager who deals with consumer products.

If so, your reserves are invested alongside individuals and high-net-worth clients in the retail space. This means you may be missing out on better rates and options.

Let’s explore how understanding these differences can help you fulfil your fiduciary duties and unlock better opportunities for your organisation.

So, what do we mean by “retail” and “institutional” investors?

In our experience we have seen many charities fall into the “retail” box, investing through wealth management firms.

Retail investors are usually:

  • Individual investors or smaller businesses
  • They make their own investment decisions about their own assets
  • They may use a wealth management firm
  • Often invest using individual pooled funds (a set of money from individual investors combined) or model portfolios (investment blueprint for managing client assets)

Institutional investors are usually:

  • Large organisations investing on behalf of others
  • They have professional expertise
  • Think of pension funds, mutual funds, hedge funds, insurance companies and sovereign wealth funds
  • Known for professional expertise and substantial resources

Institutional Advantages

The scale that institutional investors have, typically gives them advantages in terms of the variety of assets they can access and the lower levels of cost they can secure for their investments. Due to their importance in the market they’re also likely to have better access to information, as well as the management of companies they invest in or third-party investment managers.

Institutional investors may also access to a wider array of investment strategies whereas a retail investor might be limited to a single or reduced range of off-the-shelf pooled funds. Typically you might have to choose a model portfolio from a small range.

Such a portfolio might take account of an overall risk tolerance, but may not match your charity’s needs in terms of cashflow or ESG preferences. The underlying funds in this portfolio are also likely to have higher management charges as they are share classes designed for smaller retail customers. (A share class is the type of share. Each type has its own rights and conditions)

An institutional service is likely to offer more bespoke investment strategies. These can be moulded to the client’s needs, using a wider range of products. For charities in particular this could mean exclusions to the investment mandate that better suit their mission or ESG desires. Not forgetting restricted or endowed funds that need special treatment.

Cash management is another important issue for charities. The unique nature and timing of how your donations are received compared to spent – think salaries, maintenance, grants - means that charities can benefit from institutional level analysis. This will help you in modelling and designing of a cash strategy to maximise opportunities at the same time as securing the ongoing operation of your charitable organisation.

Pros of institutional investors:

  • Greater scale allows access to a wider variety of assets
  • Lower costs for investments
  • Better access to market information and company management
  • Access to a broader array of investment strategies

Cons for retail investors:

  • Often limited to a reduced range of off-the-shelf pooled funds
  • Choices might be confined to model portfolios with limited options
  • Portfolios may not align perfectly with specific needs like cash flow or ESG preferences
  • Higher management charges due to share classes designed for smaller retail customers

In summary an institutional approach will give you a bespoke investment strategy that takes into account your charity’s cashflow needs and ESG desires. As well as reduce cost by accessing institutional share classes with lower management charges.

How have you been categorised?

Charitable organisations can vary dramatically in terms of size and the level of financial expertise they have internally. For the last decade or so regulations have required a financial adviser to assess and categorise charity clients as professional or non-professional (retail) and to disclose to each client how they are being categorised. It’s important that charity trustees are aware of this categorisation and the implications.

If categorised as professional, Trustees have a responsibility to make sure they have adequate expertise capable of making investment decisions and lose some FCA protections. Your charity can benefit however, from an institutional investment relationship. This means lower costs, more bespoke investment strategies and access to wider investments as mentioned above.

Make sure you feel you’ve been categorised right and you’re comfortable with what that decision means for you. If your charity has been classified as a professional client you should be receiving an institutional quality level of investment service and should be benefitting from the lower levels of fees and wider opportunities that an institutional investor would expect.

Cartwright Charitable Trusts is an experienced investment consultancy that deals only with professional clients. Please contact us if you would like to discuss how Cartwright’s institutional quality investment offering can benefit your charity.

It is important that you believe you have been categorised appropriately and are comfortable with the implications of that decision. If your charity has been classified as a professional client you should be receiving an institutional quality level of investment service and should be benefitting from the lower levels of fees and wider opportunities that an institutional investor would expect.

Cartwright Charitable Trusts is an experienced investment consultancy that deals only with professional clients. Please contact us if you would like to discuss how the Cartwright institutional quality investment offering can benefit your charity.



Cartwright Latest News: ESG investing (that’s Environmental, Social, and Governance) is on a roll, and it’s not slowing down anytime soon >>

How can we help you?

Charitable Trusts Assets Health Check

Portfolio Health Check: Find out if your charity's assets are in good shape for the future

Unrestricted Assets Strategy and Implementation

Unrestricted Assets Strategy: Support and guidance to help you identify the right strategy for your charity?

How to align your assets with your charity's ESG principals

Mission Aligned Investment: How to align your assets with your charity's mission and ESG principals

Charitable Trusts Bitcoin Donations

Bitcoin Donations: Making sure donors have the choices they need to give to your charity

At a time of increased uncertainty, Cartwright offered an approach that understood the issues we face and the challenges of the future. Cartwright has been our partner on this journey from the start offering a solution that will help us face the future with a great deal of increased confidence. I would wholeheartedly recommend them for anyone thinking about investments in the charity sector.

Recent feedback from Chief Executive Officer

Call now on 01252 894883 to speak to a member of our team or use the form below to send an enquiry.

Send a message

To discuss your specific requirements with a member of our team, please start by sending us a brief message or, if your enquiry is more urgent, call our Head Office on 01483 860 201 and we will be put you in contact with the right person.

Please tick to receive news and updates from Cartwright. Your personal details will NOT be shared with any third party organisations. Click here to view our Privacy Policy.


Please confirm you are not a robot and then click below to send your email.

Accreditations and Memberships

Investor in Customers United Nations Paris Agreement Carbon Neutral Commitment UN Principals for Responsible Investing