What’s in a Name? How GemCap Got Its Name

An article from GemCap UK Director and CEO Stuart Alexander, on the story and meaning behind GemCap’s name.

Recently I had a very enjoyable catch up, actually face-to-face, with Melissa Hill who many readers will recall from her days at Sabre Fund Managers, which she ran for many years. These days she is running a business called Eleos Capital in partnership with Blackheath Capital and they have a Fund called Blackheath Eleos Enhanced ESG Fund, which they launched July 2020 in Dublin. We were chatting about the vagaries of the market and how she is raising assets in the UK and overseas for her new fund, and we got talking about marketing in general and how challenging it is these days in such a competitive marketplace. How do you differentiate yourselves as a business, and equally important, as a fund? Are you competing or complimentary? Are you unique or going down a well-ploughed furrow? How should you get your message across? In what format? Lots of questions, and despite our time together we weren’t able to cover all the ground.

But it got me thinking about one of the factors that people often comment on and something that few pay attention to. The name, be it your company or your fund name. Does it resonate with potential investors? Does it do what it says on the tin? Apologies to Ronseal for that plagiarism, but I wish I had come up with that marketing line. Kerching!

As a business owner, entrepreneur, or boutique manager we all have one thing in common: everything is personal. From your values to your look and feel, your strategy and even more so, the name: you will have come up with it either as part of an eureka moment or over time as you built your business idea. But do people get it? Do they recognise you in the name or how you want to be seen?

For us at GemCap we have a very personal approach to the company name. Gemini Capital was born out of Gemini Investment Management in the UK in 2009. A third-party marketing business that helped fund managers raise assets in the UK and we did that rather well, launching TwentyFour Asset Management in 2009 and helping other businesses since. But what about our name? For those who don’t know me personally it may come as no surprise, but I was born under the star sign of Gemini and until 4 years ago I had an identical twin brother. Sadly, he passed away in 2017 from cancer, but he was instrumental in helping get the company launched. Being a twin, I always had a mate, a partner in crime, a soulmate and someone who I could work with. Gemini is about two sides of any conversation – a partnership – and that is something we pride ourselves on. Whilst we no longer do third-party marketing directly, instead we form strategic partnerships with dozens of TPMs across many time zones, helping our managers raise the assets they require. Our DNA is in marketing and raising assets, so it makes sense to continue that in our everyday lives. We take the same approach to our clients, our suppliers and anybody else we interface with. It takes two people to have a conversation after all.

However, there is one aspect that some will not be familiar with, and that’s our logo. Since 2010 we have had a logo that creates amusement and quizzical looks from people, especially when it is pointed out them what is actually in the logo and what it means. The centre piece is the Gemini star sign. (Something that I have had to explain to some people recently – I’m still scratching my head over that one!) But look behind the sign and you suddenly you see something else: elephants, ice-cream cones, chillies, the @ sign, strawberries, and a whole range of other images that mean nothing in isolation but taken as a whole, they say a lot. Namely, that there is much behind a name or more importantly the numbers that need to be looked at before investors will invest. I have spent far too many years listening to fund managers droning on about the numbers and how good they are – and yet they can’t get the assets they want from investors. For me, it’s simple. Look beyond the numbers. See past the guff and focus on the other aspects of the business. The people, the process, the strategy, the style and all the other aspects that make up a company. The numbers should never lie, but they can block out the vision of the business. So, when it comes to you, look at how you present yourselves and take on board the people and the other “soft” aspects of your business, for they are the real parts of your business. If you have a name that resonates with you then make sure it resonates with others and that they understand that the name means something. But also make sure you set out what is behind the name. Be clear what you stand for, what you do and how you differentiate. You never know – you might just find something you didn’t know was there. Oh, and by the way… TwentyFour Asset Management was named as they started at 24 Cornhill… Simples!

In other news...

IMPORTANT INFORMATION

You must submit your agreement before access to the site can be granted

SCROLL TO READ

This website is directed at institutional clients and individuals who have taken appropriate professional advice, who possess the necessary experience, knowledge and expertise to make their investment decisions and properly assess the risk that it incurs.

Gemini Capital Management (Ireland) Limited, trading as GemCap, is a limited liability company registered under the registered number 579677 under Irish law pursuant to the Companies Act 2014 which is regulated by the Central Bank of Ireland, reference number C155302. Its principal office is at Ground Floor, 118 Rock Rd, Booterstown, Co. Dublin, A94 V0Y7 and its registered office is at 1 WML, Windmill Lane, Dublin 2, D02 F206.

GemCap acts as management company and global distributor to GemCap Investment Funds (Ireland) plc.

GemCap Investment Funds (Ireland) plc is an umbrella fund with segregated liability between sub-funds incorporated as an investment company with variable capital registered under the registered number 485081 under Irish law pursuant to the Companies Act 2014 and authorised by the Central Bank of Ireland, reference number C67292, pursuant to the European Communities (Undertakings for Collective Investment in Transferable Securities) Regulations 2011 (as amended) ), having its registered office at 1 WML, Windmill Lane, Dublin 2, D02 F206(“the Fund”) .

The contents of this site have been prepared solely for information purposes and is not intended for distribution to, or use by, any person or entity in any jurisdiction or country where such distribution or use would be contrary to law or regulation. GemCap and the Fund does not give or make any guarantee, representation, warranty or other promise or confirmation (whether express or implied) as to its accuracy or completeness.

 

Risk Warnings

Please remember that the value of investments and the income from them can fluctuate (this may partly be the result of exchange rate fluctuations) and you may not get back the full amount invested. Past performance may not a reliable guide to future performance. A comprehensive list of risk factors is detailed in the Prospectus and the key investor information document (“KIID”) and an investment should not be contemplated until the risks are fully considered. The Prospectus and KIID can be viewed at www.geminicapital.ie

GemCap does not provide financial, investment, tax or any other professional advice in any way and none of the information on this site should be construed as such. None of the information contained on this site constitutes an offer to buy or sell or a solicitation, recommendation, invitation by or on behalf of GemCap to buy or sell any security, product, service or investment. Any opinions expressed on this site do not constitute investment advice and independent advice should be sought where appropriate. The view and/or opinions expressed by GemCap through this or any other platform, may be subject to change.

The shares in the Fund have not been and will not be registered under the US Securities Act of 1933 (the “1933 Act”) as amended or the securities laws of any of the states of the United States. The Shares may not be offered, sold, transferred, pledged or delivered, directly or indirectly, in or into the United States or to or for the account or benefit of any US Person except pursuant to an exemption from, or in a transaction not subject to the registration requirements of the 1933 Act and any applicable state laws, nor in any jurisdiction in which the Fund is not authorised to be publicly sold. The Fund is available only in jurisdictions where their promotion and sale are permitted.

The information contained on the website may not be redistributed directly or indirectly to any citizen or resident of the United States or any other jurisdiction where its distribution may be restricted by law. It is the responsibility of persons accessing the website to ensure compliance with the above.

Disclaimer for Investors in Switzerland

The Fund and its sub-funds, Calamos Global Convertible Fund and Third Avenue Real Estate Value Fund has been approved by the Swiss Financial Market Supervisory Authority FINMA (“FINMA”) for offering to Swiss non-qualified investors.

This website may contain advertising.

In Switzerland, the representative is ACOLIN Fund Services AG, Leutschenbachstrasse 50, CH-8050 Zurich, whilst the paying agent is Banque Cantonale Vaudoise, Place St.-François 14, CH-1003 Lausanne.

Swiss investors may obtain free of charge from the representative in Switzerland, the relevant fund documents, namely the prospectus, the key investor information documents, the articles of association, as well as the annual and semi-annual reports.

 

Past performance results are no indication of future results. Issuance and redemption commissions are not included in the performance figures. Performance results referring to a period of less than twelve months (year-to-date-performance, start of investment fund within the last twelve months) are no reliable indicator for future results due to the short comparison period.

 

Additional information for Qualified Investors in Switzerland:

The below-mentioned investment funds, which are also disclosed on this website, are neither registered with FINMA nor under contract for representation to Swiss investors. These investment funds may not be distributed neither to Swiss non-qualified and qualified investors nor exclusively to Swiss qualified investors:

 

GemCap Investment Funds (Ireland) Plc

Atlantic House Defined Returns Fund

Atlantic House Global Defined Returns Fund

Atlantic House Total Return Fund

Atlantic House US Enhanced Equity Fund

Causeway Defined Growth Fund

GSI Global Sustainable Value Fund

GSI Global Sustainable Focused Value Fund

London & Capital Global Balanced Fixed Income Fund

London & Capital Global Conservative Fixed Income Fund

London & Capital Global Defensive Equity Fund (this Fund has terminated and accordingly, Shares in this Fund are no longer available for investment)

London & Capital Global Growth Fund

London & Capital Global Growth Fixed Income Fund

London & Capital Global Star Equity Fund

London & Capital Global Balanced Fund

Principal Asset Allocation Fund

Semper Total Return Fund

TEAM International Equity Fund

 

 

Legal

This GemCap website and material contained herein (including information from third parties) is provided ‘as is’, without any representation or endorsement made and without warranty of any kind whether express or implied, including, but not limited to, the implied warranties of satisfactory quality, fitness for a particular purpose, non-infringement, compatibility, security, completeness and accuracy.

By entering this site, you acknowledge and agree that the use of this site is at your own risk and to the extent permissible by applicable law, in no circumstances, including (but not limited to) negligence, shall GemCap be liable for any direct, indirect, incidental, special, consequential, or punitive damages, losses, costs or expenses nor for any loss of profit that results from the use of, or inability to use this site or any material on any site linked to this site (including but not limited to any viruses or any other errors or defects or failures in computer transmissions or network communications) even if we have been advised of the possibility of such damage. In addition, no liability can be accepted by GemCap in respect of any changes made to the content of this site by unauthorised third parties. All express or implied warranties or representations are excluded to the fullest extent permissible by law. We do not warrant that this site does not infringe any intellectual property rights of third parties.

No data transmission over the internet can be guaranteed as totally secure. Whilst GemCap strives to protect such information and every effort has been made to implement security protocols, in line with relevant legislation to ensure safe processing and storage of any data transmitted, we do not guarantee and cannot ensure the security of any information which you transmit to us. Accordingly, any information which you transmit to us is transmitted at your own risk.

The GemCap website is not a substitute for independent professional advice and users should obtain any appropriate professional advice relevant to their particular circumstances.

The information on this site is issued by GemCap.

 

Cookies

If you use the internet quite a bit, there’s a good chance you’ve heard of cookies.

But what are they?

Also known as HTML cookies, tracking cookies or magic cookies, these tiny files are automatically downloaded by your computer when you’re browsing online. Don’t worry – they’re perfectly safe. But we’d still like to take a moment to explain what cookies do, which ones we use and how to remove them – if you really want to.

Are Cookies Safe?

Yes, cookies are safe. The information they collect is completely anonymous. We never, ever, collect personal information using cookies. What’s more, cookies are not harmful to your computer, they take up minimal space and they can be removed with just a few clicks.

GemCap’s Cookie Functionality

  • Cookies provide enhanced functionality and speed to our site
  • These cookies help us to recognise your computer when you visit Gemini-Capital.ie and enable us to improve your visits to our website
  • Cookies assist us in identifying what kind of visitor/user you are, for us to provide you with the most relevant content
  •  

How Can I Remove Cookies?

Most computers are set to download cookies automatically, so if you’re happy with everything you’ve read, simply carry on as you were. However, if you’re at all concerned about having cookies on your computer, deleting them is simple.

Show me how to remove cookies

Likewise, you can also change your computer settings so that it won’t download any more cookies.

Show me how to change my cookie settings

The information on this site is issued by Gemini Capital Management (Ireland) Ltd, which is registered in Ireland No. 579677. The registered address for the company is 1 WML, Windmill Lane, Dublin 2, D02 F206, Ireland.