How to Survive a GIPS Verification Part 2: Kick-off and Initial Data Request

Matt Deatherage, CFA, CIPM
Partner
August 31, 2021
15 min
How to Survive a GIPS Verification Part 2: Kick-off and Initial Data Request

This article is part two of a three-part series on how to survive a GIPS verification. If you haven’t had a chance to read part one, we recommend going back and reading the first part of this series, which covers tips and tricks for setting up your verification for success. In this article, we cover recommendations for kicking off the verification and then provide some context around responding to the initial request made by the verifier. Understanding what the verifier is requesting and why they need it will help streamline the response and allow you to send only the information that is necessary.

Kicking off the Verification

Many firms are eager to quickly get through their verification. One way to help promote efficiency is to schedule a call with your verifier before they even send their initial request. The kick-off call will help ensure everyone is on the same page – especially if it is your first verification or if your firm and strategies have changed since the last verification was completed. For first-time verifications, this time should be used to communicate unique aspects of your firm, discuss the timeline, and introduce key members of your project team.

Most verifications are completed annually. A lot can change over the course of a year that may impact your compliance with the GIPS standards. The kickoff call will initiate these discussions at the onset so surprises don’t delay your ability to complete the verification. The following are some items to consider discussing during a kick off call:

  • Any changes to the definition of your firm for GIPS purposes – such as acquisitions, mergers, portfolios moving to/from model-based platforms (e.g., UMA)
  • Any new or closed composites or pooled funds
  • Any material changes to your GIPS policies and procedures
  • Any personnel changes at the firm – especially with individuals that are involved in the verification project
  • Any upcoming deadlines that impact the timing of the verification

What to expect with the Initial Data Request

Once all parties are ready to begin the verification, your verifier will provide their initial data request, which lists all items the verifier needs to get the verification process started. After these items are received and reviewed, additional samples will be requested for the verifier to complete more detailed testing. These follow-up testing items are discussed in part three of this series. The most common items requested in this initial data request include:

  • GIPS Policies & Procedures
  • List of Composites and/or Pooled Funds
  • Portfolio and Composite Performance
  • Composite Membership Change List
  • Assets Under Management (“AUM”) Report
  • List of Non-Discretionary Portfolios
  • GIPS Reports
  • GIPS Report Distribution Log
  • Marketing Materials
  • CFA Notification Form
  • Other miscellaneous items such as (where applicable):
    • Regulatory Correspondence
    • Changes to your Portfolio Accounting System
    • Error(s) Since the Last Verification
    • Incentive Fees Charged

The following sections discuss each of these commonly requested items in more detail.

Policies and Procedures

GIPS policies and procedures are one of the most important documents the verifier needs to get the verification started. The end goal of verification is the opinion letter that attests to “whether the firm's policies and procedures related to composite and pooled fund maintenance, as well as the calculation, presentation, and distribution of performance, have been designed in compliance with the GIPS standards and have been implemented on a firm-wide basis.”

In other words, your firm’s GIPS policies and procedures document is used throughout the verification process to ensure that the policies and procedures are 1) adequate and 2) have been applied consistently across your firm. Your verifier will use your GIPS policies and procedures as the backbone for the entire project, and as a guide for how to test various aspects of your firm’s GIPS compliance.

The GIPS standards offer flexibility in many areas and, therefore, not all firms use the exact same calculation methodology, definition of discretion, timing for composite inclusion/exclusion, etc. Because of this, it is critical for the verifier to have a strong understanding of how these policies and procedures are applied at your firm.

If changes are made to composite policies, composite inclusion rules, or if a calculation methodology changed because of a conversion to a new portfolio accounting system, etc., it is essential that these changes are clearly recorded in the policies and procedures document before the verification begins. If the document is not kept up-to-date, the verifier will find inconsistencies between the policy documentation and the actual practices of your firm. This will stall the verification process.

List of Composites and/or Pooled Funds

If not already included in your GIPS policies and procedures, the verifier will request a current list of all active pooled funds and composites, including any composites that have terminated within the last five years.

This list commonly includes composite or pooled-fund-specific policies. This is an important piece of information to help the verifier understand what policies are applied to a given composite/pooled fund and ensure that they are selecting a meaningful sample.

Based on this list, a sample of composites/pooled funds will be selected for more detailed testing. This testing generally includes the recalculation of performance results presented in the corresponding GIPS Reports. The verifier will use the rules and methodologies outlined in the GIPS Report and composite definitions to gain confidence that the policies were consistently applied.

It is important that any new composites/pooled funds are added to this list and any that are terminated are labelled as such. Since this impacts the sample selection for the testing, the verifier needs to have a fully updated list to avoid having to modify samples and change testing procedures later in the process.

Portfolio and Composite Performance

Based on your firm’s list of composites and pooled funds, the verifier will select a sample to review in more detail. Often, verifiers focus on the main marketed composites, but they will also rotate through others to ensure all are being maintained as described in your GIPS policies and procedures.

For the selected composites, most verifiers will have you provide monthly portfolio-level market values and returns as well as monthly composite returns. With this information they will reconstruct the composites using the rules and calculation methodology described in your GIPS policies and procedures. As they do this, they will focus on the following:

  1. Can they use the portfolio-level data to calculate the same composite returns you provided by following the calculation methodology outlined in your GIPS policies and procedures?
  2. If a composite has a minimum asset level or significant cash flow policy, do they see portfolios in the composite breaking these rules?
  3. How does the dispersion look on a monthly basis? Is it consistent month to month or are there months with large spikes? What outlier performers are driving this dispersion?

The information gleaned from this composite reconstruction and review drives the sample selection for the next phase of testing. Specifically, portfolios appearing to break established rules as well as a sample of performance outliers will be selected for further testing. These testing items are discussed in detail in part three of this three-part series.

Because the results of this initial screen drives the sample selected for further verification testing, it is important that the data is free of errors and has been constructed in a manner that is consistent with your documented policies. To gain comfort, a review of all portfolios should be conducted prior to providing the data to the verifier – either on your own or with the help of a GIPS consultant. These checks should confirm that:

  1. Policies such as minimum asset levels and significant cash flows have been applied consistently and in line with how they are described in your GIPS policies and procedures.
  2. Outlier performers within the composite are not caused by material, client-driven restrictions as defined in your firm’s definition of discretion.
  3. Any portfolios added or removed from the composites during the period were done so in a manner consistent with the rules outlined in your GIPS policies and procedures.
  4. There are no portfolios currently excluded from the composite that should have been included based on your firm’s GIPS policies and procedures.

If you do not have a way to test this internally, we strongly encourage you to reach out to Longs Peak for outlier testing. We can save you the headache of multiple rounds of testing with your verifier.

Composite Membership Change List

The Composite Membership Change List should include all portfolios entering or exiting your composites during the period under review. This is generally listed by composite and provides the portfolio name or number that entered or exited and the date of the change.

This list allows the verifier to select a sample of portfolios and test whether they are entering/exiting the correct composite at the correct time, based on your firm’s policies and procedures.

While the verifier is selecting only a sample of composites and/or pooled funds, they will likely want to gain an understanding for composite membership changes across the entire firm. Again, although the focus is primarily on portfolios within the selected sample described earlier, they may broaden their sample for this testing item. This is most common when there are material changes for composites not originally selected for testing or if the sample composites selected did not have enough changes to meet the sample size requirements set for your firm’s verification.

Beyond selecting samples, the verifier will also compare the composite membership changes on the list to the data provided to ensure they are in sync. They will do this comparison to ensure that any noted membership change is reflected in the performance data.

For example, if the Membership Change List documents that portfolio ABC exited the composite at the end of the month, but this change is not reflected in the raw performance data, the verifier will likely come back with questions.

Assets Under Management Report

Verifiers generally want to see an Assets Under Management Report that breaks the assets out by portfolio and clearly labels each portfolio as discretionary or non-discretionary and, if discretionary, what composite the portfolio is included in.

The verification is conducted at the firm level and this report will give the verifier a clear picture of the full scope of the GIPS firm. Specifically, it will help the verifier:

  1. Gain comfort that the total firm assets reported in the GIPS Reports is accurate
  2. Assess what percentage of the firm assets are discretionary versus non-discretionary
  3. Confirm if there is any risk of double counting assets (usually caused by portfolios included in more than one composite or segregated portfolios investing in pooled funds managed by the firm)
  4. Ensure none of the assets included appear to be advisory-only or model assets
  5. Test that composite assets match the assets in the supporting information provided as well as what is reported in the firm’s GIPS Reports
  6. Compare the total AUM to regulatory filings (such as your ADV) to ensure any material differences are understood and align with how the firm is defined for GIPS purposes

The verifier will likely test some of the assets in this report by selecting a sample of portfolios and requesting that independent support for the valuation be provided (e.g., custodial statements). Since a sample of these values will be tested for consistency with the GIPS Reports, it is important that this document is clean, accurate, and presented in a manner that is easy for the verifier to understand.

List of Non-Discretionary Portfolios

If the AUM Report has non-discretionary portfolios clearly labelled then this separate list may not be needed. Either way, it is best if each non-discretionary portfolio listed includes an explanation for why it is deemed non-discretionary for GIPS purposes. Including comments about why the portfolios are non-discretionary will help the verifier understand why each portfolio is excluded from the composites, and help ensure the testing goes smoothly.

Verifiers will select a sample of these portfolios to ensure there is a valid reason for them to be non-discretionary and excluded from your composites. It is important that this list is accurate and up-to-date so the verifier can select appropriate samples and test portfolios without finding errors in classification.

GIPS Reports

GIPS Reports act as your firm’s external representation of your GIPS compliance. Since you are required to provide GIPS Reports to prospective clients, verifiers will test that the presented statistics can be supported and that all required disclosures are included. It is important to have a quality control process in place to check that all required statistics and disclosures are included prior to distributing the GIPS Reports to prospects or verifiers. This checklist can be used to aid in this review.

If not already provided as part of other testing requests, the verifier will likely require that you provide support for the statistics presented. This may include support for:

  • Composite assets
  • Number of portfolios
  • Total firm assets
  • Composite returns
  • Benchmark returns
  • Composite dispersion
  • Composite external standard deviation
  • Benchmark external standard deviation
  • Percent bundled fee portfolios (if applicable)
  • Percent non-fee-paying portfolios (if applicable)
  • Any supplemental information presented (if applicable)

GIPS Report Distribution Log

The 2020 GIPS standards now require firms to demonstrate that they made every reasonable effort to provide GIPS Reports to their prospective clients. Additionally, verifiers are also required to test that the firms they verify have done this. Generally, this is achieved by documenting each distribution in a log that can be provided to the verifier. Some firms document this in their CRM while others log it in a spreadsheet (here's a sample). If doing this in a CRM, it is critical that a report can be exported to fulfill the request made by the verifier to confirm distribution. For more information on GIPS Report Distribution Logs, check out this article.

Marketing Materials

GIPS Reports are the only document that must be provided to prospective clients for GIPS purposes. However, your verifier is also likely to review your website and ask for a sample of other factsheets and pitchbooks – regardless of whether GIPS is mentioned in these materials. The purpose of this is to test that:

  • Wherever GIPS is mentioned, all required disclosures accompany your claim of compliance
  • The way you hold your firm out to the public is in sync with how your firm is defined for GIPS purposes
  • Information presented is not false, misleading, or contradictory to what has been presented in your firm’s GIPS Reports

If no marketing materials are available outside of the GIPS Reports, that is perfectly fine. A simple confirmation of this scenario will suffice for the verification.

CFA Notification Form

All GIPS compliant firms are required to file a form with CFA Institute notifying them of their claim of compliance with the GIPS standards. This is completed once the firm is ready to claim compliance for the first time and then must be repeated prior to June 30th each year.

Verifiers are required to confirm that this has been completed as part of their verification. This is generally tested by saving the confirmation email provided when completing the notification form and providing a copy of this confirmation to the verifier when requested. So, save those emails!

Miscellaneous GIPS Data Requests

Outside of the primary initial requests we have already discussed, the verifier may have some other miscellaneous items included in their initial data request. Most of these items help the verifier better understand your firm or ensure changes to policies and/or GIPS Reports are captured in the documents provided. The following are some common miscellaneous items we see verifiers request.

Regulatory Correspondence – The verifier may ask if your firm has had any recent regulatory correspondence other than standard filings. If you have had an examination resulting in a deficiency letter, they will want to review this letter as well as your response. The purpose of this is to help the verifier assess the risk of the engagement and to help them tailor their testing to risk areas already identified. This is especially important if any deficiencies resulted from your firm’s GIPS compliance or the calculation and presentation of investment performance.

Changes to the Portfolio Accounting System – If changes have been made to system settings since the last verification, especially if they impact calculation methodology, composite membership, etc., the verifier will want to know about it. This will help them ensure their testing is in sync with your actual current practices, documented policies, and disclosures in your GIPS Reports.

Errors Since the Last Verification – Unfortunately errors happen and verifiers want to know about them. They are not looking to penalize you for having errors, but rather need to confirm that the appropriate action was taken to rectify the error if/when it occurs. It is important that when errors arise, your firm consistently follows your firm’s error correction policy. It is also helpful to maintain an error log. Maintaining an error log will help your firm document changes to your GIPS Reports resulting from errors and actions taken to address them. Providing this log to the verifier will help demonstrate that your error correction policy was consistently applied.

Incentive Fees – Verifiers often ask if incentive or performance-based-fees were charged to any portfolios during the verification period. GIPS requires net-of-fee returns to be reduced by incentive fees. Thus, if your firm charges incentive fees and actual fees are used to calculate performance, your verifier will want to confirm that net-of-fee returns have been reduced by the incentive fee.

If model fees are used, your verifier will test to ensure that the model fee is high enough to result in net-of-fee returns that are equal to or lower than what the results would have been if actual investment management fees (including any incentive fees) had been used. If no incentive fees were charged, then simply notifying the verifier that this is not applicable for your firm is sufficient.

Verifier Independence – While this might not be a “request,” your firm is required to gain an understanding of your verifier’s policies and procedures to ensure they remain independent throughout the course of the verification project. If your verifier does not provide you with a copy of their independence statement at the start of the verification, you should be proactive and request it. Save this document to support that your firm meets this requirement and is aware of the steps your verifier takes to ensure they remain independent.

Prioritizing What You Provide

In a perfect world, every initial document requested by the verifier is available and ready to provide in your first data submission. However, that is rarely the case. If everything is not available right away, the question becomes – what do you prioritize to make sure the verification progresses forward? If you have to send the initial request in stages, we recommend focusing on requests that allow the verifier to select their portfolio-level samples.

Depending on the size of your firm and composites, the portfolio-level testing phase of the verification can have many follow up requests and typically is the most time-consuming part of the verification. Therefore, it is best to get that phase of the verification kicked off as soon as possible. The items that allow a verifier to select their portfolio-level testing samples include:

  1. GIPS Policies and Procedures
  2. Portfolio and Composite-Level data
  3. Membership Change List
  4. Non-Discretionary Portfolio List

The remainder of the initial request documents can be provided as they become available. They will be needed to complete the verification, but the above listed documents should be the first priority to allow the verifier to select their portfolio-level samples.

Conclusion

The documentation provided for the initial request helps set the stage for the next round of testing. The cleaner and more organized the initial data, the better off you will be for the rest of the verification. Providing clean data in this sense means that you are confident performance data and disclosures are error free and outliers have been reviewed and deemed appropriate. If the verifier is able to move through these initial documents efficiently, it will set you up for success for the remainder of the project.

For more information on verification testing, check out part three of this three-part series where we dive into portfolio-level testing. We’ll cover the types of documentation requested and help you understand what your verifier is looking for. If you have any questions about GIPS or investment performance, check out or website or reach out to matt@longspeakadvisory.com or sean@longspeakadvisory.com for more information.

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Most firms that decide to pursue compliance with the Performance Standards (GIPS®) already understand why it matters. They know institutional investors and consultants often expect it. They understand the credibility that comes from standardized, transparent performance reporting. And they recognize that a strong performance reporting process can improve internal consistency well beyond marketing.

What many firms struggle with is not the “why,” but the“how.”

The GIPS standards can be especially intimidating at first glance. There are detailed requirements, technical terminology, and a long list of considerations that touch everything from performance, to operations, compliance, and marketing. For firms approaching GIPS compliance for the first time, it is easy to feel like they need to solve everything at once.

Whether working independently or with external GIPS support,becoming GIPS compliant is significantly more manageable when approachedthrough a structured process.

At a high level, implementing the GIPS standards comes down to four major phases:

  1. Define the firm and scope the universe of portfolios
  2. Build policies and procedures
  3. Construct composites and calculate performance
  4. Create GIPS Reports and establish ongoing monitoring controls

The order matters more than many firms realize. When the foundation is built correctly at the beginning, the downstream work becomes significantly easier. For a broader overview of what the GIPS standards are and why firms choose to comply, see our earlier post, What Are the GIPS Standards?

Phase 1: Define the Firm and Scope Your Universe

Before constructing composites or calculating returns, firms first need to define the “firm” for the purpose of claiming compliance with the GIPS standards. This sounds simple, but it is often one of the most important decisions in the entire implementation process.

The GIPS standards require compliance on a firm-wide basis. Firms cannot selectively apply compliance to only their best-performing strategies or business lines. The firm definition determines which portfolios fall within the scope of compliance and ultimately impacts composite construction, total firm assets, disclosures, and marketing claims.

For smaller organizations, this step is often straightforward. The legal entity, branding, regulatory registration, and operational structure are usually aligned. In those situations, the firm definition may be relatively easy to document.

For larger organizations with complex legal structures or ones that operate under multiple brands, the analysis can become significantly more complex.

The following questions should be considered:

  • How is the firm held out to the public?
  • Do affiliates or subsidiaries share investment personnel or investment decision-making?
  • How are the various entities registered and branded relative to one another? 
  • How are investment strategies actually managed across entities?

The answer to these questions matters because the firm definition affects everything that follows. For complex organizations, it is worth investing real time here and involving compliance and legal teams before any other work begins.

Once the firm is defined, the next step is performing a full inventory of assets (or portfolios) that fall within the defined firm. That includes discretionary accounts, non-discretionary accounts, pooled funds, terminated portfolios, and any other assets managed by the firm over the entire period for which the firm will claim compliance.

One of the most common implementation mistakes is discovering late in the process that certain portfolios were overlooked or incorrectly categorized. Taking the time upfront to fully scope the universe of portfolios prevents significant cleanup work later on.

Phase 2: Build Your GIPS Standards Policies & Procedures Manual

The next step is building the firm’s GIPS standards policies and procedures manual, often referred to as the GIPS standards “P&P.”

The GIPS standards require firms to document the policies and procedures used to comply with all applicable requirements. But beyond satisfying the standards themselves, strong documentation creates consistency across operations, compliance, marketing, and portfolio management teams. Your GIPS standards P&P becomes the operational blueprint for how your firm calculates performance and maintains GIPS compliance. When drafted thoughtfully, ongoing maintenance becomes manageable. Firms that rush this phase often find themselves cleaning up problems indefinitely.

 

A well-designed P&P typically addresses the following:

  • Firm definition
  • Definition of discretion
  • Composite construction rules
  • Treatment of significant cash flows and composite minimums
  • Calculation methodologies
  • Fair valuation hierarchy
  • Error correction procedures
  • Books and records retention
  • GIPS Report distribution policies
  • Benchmark selection and changes
  • Fee schedules and policies for the use of actual or model fees

The definition of discretion deserves particular attention. Under the GIPS standards, discretion is not the same thing as having legal discretion documented in the investment management agreement. A client may impose restrictions that prevent full implementation of the strategy, and if those restrictions are significant enough, the portfolio should be classified as non-discretionary under the GIPS standards. Firms should establish objective criteria that can be applied consistently across portfolios and clearly document those criteria within their P&P. This determination has a direct impact on composite construction, as only portfolios deemed discretionary maybe included in composites, while non-discretionary portfolios must be excluded.

Calculation methodology should also be clearly addressed within the P&P. Firms should define how external cash flows are handled, the methodology used to asset-weight portfolios within composites, and whether any composites are subject to minimum asset levels or significant cash flow policies. For a more detailed discussion of large cash flow policies versus significant cash flow policies—and why both matter—see our post Large vs. Significant Cash Flows: What’s the Difference? These methodologies should be clearly documented.

Finally, firms often do not devote enough attention to developing their error correction policy during implementation. The GIPS standards require firms to establish materiality thresholds in advance that determine what actions must be taken when an error is identified. The time to think through that process is before an error occurs, not in the middle of responding to one.

We often find that this is the phase where firms realize that implementing GIPS compliance is not just a performance reporting exercise. It frequently exposes inconsistencies in operational workflows, account coding, historical records, or portfolio classifications. That is not necessarily a bad thing. It allows you to intentionally strengthen processes and reporting before those issues surface in higher-stakes situations such as verification, a regulatory examination, or investor due diligence.

One of the biggest hidden benefits of the GIPS compliance implementation process is that it forces firms to formalize processes that may have evolved informally over time. Many firms come out of the GIPS compliance implementation process with cleaner data, stronger internal controls, and more consistency across teams.

The key is to make the policies practical. The best GIPS standards P&Ps are not written purely for regulators or verifiers. They are designed to reflect what the firm actually does in practice and to provide internal teams with a framework they can follow consistently.

Phase 3: Construct Composites and Calculate Performance

Once your policies and procedures are in place, firms can begin the process of constructing composites and calculating performance. This is the phase most firms typically associate with GIPS compliance because it is where the visible performance reporting work happens. At this point, much of the difficult decision-making should already be complete. Composite construction is next and while that may sound straightforward conceptually, this is the phase where most firms get stuck in the implementation process.

Under the GIPS standards, discretionary portfolios must be grouped into composites based on similar investment mandates. The goal is to ensure firms present strategy-level performance fairly and consistently instead of selectively highlighting individual account results. The construction process typically has four steps:

  1. Identify every portfolio that meets the composite definition
  2. Determine the correct dates each portfolio should be in and out of the composite
  3. Asset-weight the portfolio-level monthly returns to produce composite-level performance
  4. Calculate all required composite-level statistics, including internal dispersion and the three-year annualized ex-post standard deviation of both the composite and the benchmark

It sounds simple, but it’s not always easy. The data work alone is substantial. Before anything meaningful can be built, the underlying portfolio-level data must be reviewed to ensure it is reconciled and accurate. That foundation matters because everything downstream depends on it.

The historical composite membership analysis adds another layer of complexity. Strategies evolve. Clients add or remove restrictions. Portfolios change mandates. When building a composite with a ten-year history, the question is not simply which portfolios belong in the composite today. Itis which portfolios belonged in the composite during each period in the historical record, and why. Working through that analysis portfolio by portfolio and period by period requires both strong documentation and sound judgment.

The good news is that there are tools available to help firms identify historical performance outliers to help test if composite inclusion was accurate. When a portfolio within a composite posts a return that deviates meaningfully from its peers during a given period, that deviation can be identified for further research. Was there a client-imposed restriction during that period that prevented full implementation of the strategy (i.e., making it non-discretionary)? Or was the deviation driven by a large cash flow, different starting position, security-specific activity, or simply the normal variation expected across portfolios managed within the same strategy? The answer determines whether the portfolio appropriately belongs in the composite for that period, and the wrong conclusion in either direction can undermine the integrity of the track record.

It is also important to be direct about the limits of technology in this process. Software can identify anomalies, efficiently perform calculations, and output results once the inputs are correct, but no system makes judgment calls. Determining how composites should be defined, how discretion should be applied, what constitutes a significant restriction, and how to evaluate edge cases in historical membership all require experienced professionals who understand both the investment strategies and the GIPS standards. The policies documented in Phase 2 provide the framework but applying that framework consistently across real portfolios and real historical circumstances requires thoughtful human judgment at every step.

Perhaps most importantly, composite construction should not be treated purely as an operations exercise. If composites are built solely around how data happens to be structured within the portfolio accounting system, without input from the investment team and without alignment with sales and marketing, the result may be operationally convenient but commercially ineffective. Bringing together operations, performance, investment professionals, and sales and marketing teams early in the process is essential. That collaboration is what ultimately produces results that are not only GIPS compliant, but also meaningful, defensible, and aligned with how the firm communicates its investment approach.

Phase 4: Create GIPS Reports and Go Live

The final phase of becoming compliant is creating the GIPS Composite Report(s). The GIPS Report is the firm’s external-facing proof of compliance and is a presentation that must be provided to every prospective client. Getting to this stage is what most people think of as going live, but in practice it is a milestone, not the finish line.

GIPS Reports require more than simply presenting returns in a table. Firms must include required statistics, disclosures, benchmark information, and firm-level details necessary for prospective clients to properly interpret the results. The disclosures are especially important because they provide context investors need to understand how the performance was calculated and what the results represent. They are very specific and must be in sync with what is documented in the P&P and what was performed to construct the composites. For more specifics on what is required, see our previous post, How to Update Your GIPS Reports for the 2020 GIPS Standards.

Once the GIPS Reports are complete and all requirements have been met, the final administrative step to claiming compliance is submitting the GIPS Compliance Notification Form to CFA Institute. This must be filed before compliance can be claimed, and it must be renewed annually.

Ongoing Maintenance: Where Most Firms Struggle

Getting to compliance is an achievement. Staying there requires consistent operational discipline.

The most common breakdowns in ongoing maintenance are rarely dramatic failures. More often, they are small process gaps that compound over time. Portfolios that should have been added to composites were omitted or added late. Significant cash flows were not handled in accordance with the composite’s policy. A new strategy was launched without formally determining whether it warranted the creation of a new composite.

To avoid these breakdowns, firms should incorporate GIPS compliance procedures into their regular monthly or quarterly performance processes rather than treating compliance as an annual reporting exercise. Clear ownership should be assigned internally and firms should establish a recurring compliance calendar that includes monthly composite reviews and annual GIPS Report updates. The GIPS standards policy manual should also be reviewed at least annually to confirm it continues to reflect how the firm actually operates. For a deeper look at what effective ongoing governance looks like in practice, see our post What Good GIPS Compliance Governance Looks Like in Practice.

Should You Get Verified

Verification is not required. Firms that are early in the process sometimes view this as a bigger decision than it needs to be. If a firm chooses to pursue verification, it must be performed by an independent third party, but the decision itself is entirely voluntary.

That said, verification is generally worthwhile, particularly for firms competing for institutional mandates where GIPS compliance is often considered table stakes. According to eVestment, two out of three searches conducted in their database by investors or consultants exclude firms that are not GIPS compliant, so the marketing benefit can be meaningful. Verification also provides an added level of assurance that the firm’s policies and procedures have been designed in accordance with the GIPS standards and implemented consistently across the organization. Operationally, it can create valuable discipline as well, since the expectation of independent review encourages firms to maintain strong processes throughout the year.

For firms that are newer to compliance or navigating budget constraints, the best path is often to first establish a solid compliance foundation and then pursue verification when the timing makes sense. We have also worked alongside nearly every major verifier in the industry and can provide practical insight into how different firms approach the process, what working styles may align best with your organization, and how to evaluate which verifier may be the best fit for your needs. For a more detailed walkthrough of the process, see our series on How to Survive a GIPS Verification.

Final Thoughts

Becoming GIPS compliant can feel overwhelming at the start, especially when going through it for the first time. But it does not have to be. For firms that approach implementation as a structured operational framework — rather than a collection of isolated technical requirements —typically find the process much more manageable.

The goal is not simply to produce a compliant presentation. The real value comes from building a repeatable, transparent, and defensible framework for calculating and presenting investment performance.

When implemented thoughtfully, the GIPS standards do more than support marketing efforts. They help firms improve consistency, strengthen controls, and communicate performance results with greater credibility and transparency. And in an environment where investors continue to demand greater transparency and comparability, those operational improvements can provide a meaningful competitive advantage, strengthening both credibility and investor confidence.

Mission-driven institutions are entrusted with something larger than capital. They are entrusted with purpose.

Endowments, foundations, and long-term investment pools exist to support education, healthcare, research, environmental initiatives, religious or cultural programs, community development, and countless other causes—often for generations.

That long-term horizon changes how investment performance should be reported. Because when an institution thinks in decades instead of quarters, investment performance is not just about what happened recently, itis about whether the portfolio is structured to sustain spending, preserve purchasing power, and remain aligned with its mission through full market cycles.

Many institutions rely entirely on their investment managers to calculate and present investment performance. That’s common, but it’s not always sufficient.

Performance Oversight Is Not the Same as Performance Results

Investment managers are responsible for generating returns. Boards and oversight committees are responsible for evaluating those results.

Those responsibilities are distinct.

Oversight is a fiduciary duty. It is not passive, and it cannot rely solely on the information created by the party being evaluated. Effective oversight requires independence, consistency, and clarity.

When the same party both manages assets and determines how performance is calculated and presented, the lines between management and oversight can blur—even when intentions are sound and calculations are technically accurate.

In some situations, reporting may not be:

  • Consistent across managers
  • Based on uniform calculation methodologies
  • Presented in a format designed for governance review
  • Structured to facilitate long-term policy evaluation

Consider a board reviewing results from three different managers. Each reports strong performance, but one calculates returns net-of-fees, another presents gross results, and a third uses slightly different valuation timing.

At first glance, the numbers appear comparable. In reality, they may not be measuring the same thing.

Some larger institutions maintain internal performance teams or engage independent performance professionals to standardize reporting, organize data across managers, and present results in accordance with established best practices—often aligning reporting with their Investment Policy Statement and/or recognized frameworks such as the Global Investment Performance Standards (GIPS® standards).

But many of these organizations operate lean. They may not have dedicated performance measurement expertise or the infrastructure required to consolidate, normalize, and present results in a governance-ready format.

In those cases, boards are often reviewing manager-produced materials that were designed primarily for client communication—not institutional oversight. Performance reporting for these institutions should be designed to serve the governing body—not simply to showcase results.

Why This Matters for Mission-Based Institutions

Boards of endowments and foundations are often composed of dedicated volunteers, philanthropists, community leaders, and subject-matter experts. They bring vision, experience, and commitment to the institution’s mission—but not always a deep understanding of investment management and reporting.

That makes investment performance clarity essential. When reporting is unclear, oversight weakens—not because trustees lack commitment, but because the information is not presented in a way that supports meaningful evaluation.

When reporting is structured and tied directly to policy benchmarks, risk parameters, and spending objectives, trustees know what questions to ask. Conversations remain focused on long-term sustainability and mission impact.

A Practical Framework for Strong Performance Reporting

Boards of mission-driven institutions are often operating at the governance-level and should evaluate their reporting structure against four questions:

1. Is performance calculated independently?

Independent calculation or oversight reduces potential conflicts and strengthens fiduciary governance. In institutional investing, separating portfolio management from performance oversight is widely viewed as a best practice.

2. Is the methodology consistent across managers?

Multi-manager portfolios require uniform return calculation, fee treatment, and valuation policies to ensure comparability. Without consistency, “relative performance” becomes difficult to interpret.

One practical way institutions address this challenge is by complying with and requiring their managers to comply with the GIPS® standards.

The GIPS standards are a globally recognized framework administered by CFA Institute designed to promote fair representation and full disclosure in the calculation and presentation of investment performance.

Endowments and foundations that adopt the GIPS standards for their own performance calculations—and require the same of the managers they hire—send a powerful message to their boards and stakeholders that the institution is committed to transparency in how results are calculated and presented.  

3. Is reporting aligned with policy benchmarks?

Boards should see performance relative to long-term policy objectives, not just absolute returns. And this information should be shown at the level at which it is managed. Simply reporting that “the portfolio returned 8%” does not answer the real governance question.

A portfolio can have a positive year and still fail to meet its strategic role within the overall allocation.

For example:

  • Did the equity allocation meet its return objective relative to its benchmark?
  • Did the diversifying strategies provide the downside protection they were intended to deliver?
  • Did fixed income serve its role as a stabilizer?
  • Did alternative investments justify their complexity and liquidity constraints?

Even if the overall portfolio met its expected return, boards should understand how it got there. Reviewing performance by allocation allows boards to evaluate whether each segment is fulfilling its mandate, not just whether the total return looks acceptable.

When reported this way, it becomes easier to see where the portfolio is meeting expectations and where it may be falling short.

4. Is communication designed for governance?

Once performance is aligned to policy benchmarks, reporting should help trustees interpret what the results mean without requiring them to operate at the manager or security-selection level.

Reports should help answer key questions:

·        Are we meeting long-term objectives?

·        How are managers performing relative to their mandates?

·        Is risk aligned with the investment policy?

·        Are we preserving capital appropriately given our spending needs?

·        Did managers follow investment guidelines that align with our institution’s mission?

If any of these areas underperform, governance-level reporting should prompt clear, high-level discussion: Why did this occur? Was the result consistent with expectations? What steps, if any, are being considered to address issues going forward? If shortfalls persist, boards may need to evaluate whether the strategy or manager remains appropriate.

This kind of oversight strengthens outcomes by reinforcing accountability. Performance reporting should be communicated in plain language and simplify complex data into clear actionable insight. When this occurs, it enables boards to move from procedural review toward informed, effective governance.

From Calculation to Communication

Accurate returns are the starting point. Clear communicationis the outcome.

When performance calculation, oversight, and presentation are thoughtfully structured, board discussions become more strategic and less reactive. Boards gain confidence in their oversight, managers operate within clearer expectations, and the institution stays focused on its purpose.

A Closing Thought

Mission-driven institutions think in decades, not quarters. Their performance reporting should reflect that same discipline. Investment oversight is not just about generating returns, it is about ensuring those returns are measured, understood, and aligned with the institution’s long-term purpose.

Clear reporting strengthens governance.
Strong governance protects sustainability.
And sustainability protects the mission.

If you’ve been around the Global Investment Performance Standards (GIPS®) long enough, you know that governance is one of those topics everyone agrees is important, but far fewer firms can clearly explain what good governance with the GIPS standards actually looks like day to day.

Most firms don’t fail at GIPS compliance because they misunderstand a technical requirement. They struggle because ownership is unclear, decisions are informal, or key knowledge lives in one person’s head. When that person leaves (or when the firm grows) things start to break.

So, let’s simplify this.

Below is a practical, real-world view of what good governance looks like when complying with the GIPS standards—not in theory, not in a policy document that no one reads, but in how well-run firms actually operate.

Start with the Right Mindset: Governance Is About Sustainability

At its core, GIPS compliance exists to answer one question:

Can this firm consistently calculate, maintain, and present performance fairly and accurately—regardless of growth, staff changes, or market stress?

The GIPS standards are built on the principles of fair representation and full disclosure, but governance is what turns those principles into repeatable behavior. Good governance doesn’t mean more paperwork or compliance headaches. It means clear accountability, documented decisions, and controls that actually get used.

1. Clear Ownership (It’s Rarely Just One Person)

One of the most common governance risks we see is a “GIPS compliance department of one” where critical knowledge, decisions, and processes are concentrated with a single individual. While this can work in the short term, it creates challenges around continuity, oversight, and scalability as the firm grows or changes.

Good governance starts by clearly defining:

  • Who owns GIPS compliance overall
  • Who performs monthly/quarterly/annual tasks
  • Who reviews and approves key inputs/outputs
  • Who resolves judgment calls
  • Who ensures it also complies with other relevant regulations  

In practice, this often looks like:

  • A GIPS compliance committee or designated governance group
  • Representation from performance, compliance, operations, and senior management
  • Defined escalation paths for gray areas (e.g., discretion, composite changes, error corrections)

When a firm isn’t large enough to support a formal committee, outsourcing to a GIPS compliance consultant or a provider of managed services can be an effective alternative. These individuals can help you design policies, create procedures, and essentially manage governance for you.

But even if you are big enough, having an independent third party on your GIPS compliance committee can provide an objective, well-informed perspective formed by experience across many firms and a deep understanding of what works well in practice.

2. Policies and Procedures That Reflect Reality

Every GIPS compliant firm has GIPS standards policies and procedures (GIPS standards P&P). Well-governed firms actually use them.

Strong GIPS compliance governance means your GIPS standards P&P:

  • Include procedures your firm actually follows instead of only stating policies
  • Reflect how performance is really calculated
  • Clearly document firm-specific elections and judgments
  • Are updated when the business changes (for new products, systems, asset classes)

 

Think of your GIPS standards P&P as the firm’s operating manual for performance, not a static compliance artifact. If someone new joined your performance team tomorrow, they should be able to follow your policies and procedures to calculate performance and arrive at the same results. If not, governance needs work.

3. Formalized Review and Oversight

Good governance includes independent review, even if it’s internal.

In practice, this often means:

  • Secondary review of composite membership decisions
  • Review of significant cash flow thresholds and discretion determinations
  • Approval of new composites and composite definition changes
  • Oversight of error identification and correction

 

This is where governance protects firms from subtle but costly mistakes, especially those that show up during verification and increase complexity and scope of these engagements. In an ideal situation, these internal reviews should catch issues before they become problems.

As a provider of managed services, Longs Peak helps firms identify performance outliers, accounts that are breaking composite rules, and other data anomalies. This review significantly reduces the risk of erroneous data ending up in your performance and later caught in verification. If you are not able to do this internally, we strongly recommend outsourcing this effort.

4. Governance Extends to Marketing and Distribution

One area that has been increasingly important is the intersection of GIPS compliance, the SEC marketing rule, and how you manage the distribution of marketing materials.

Well-governed firms:

  • Control who can distribute GIPS Reports and how they are distributed
  • Ensure Marketing understands what is and is not an advertisement that meets the requirements of the GIPS standards
  • Coordinate GIPS compliance requirements with broader regulatory rules, including the SEC marketing rule
  • Have a clear process for tracking distribution

 

This alignment helps firms avoid inconsistencies between factsheets, pitchbooks, and GIPS Reports—one of the fastest ways to lose credibility with prospects and regulators.

Some clients prefer not to mention GIPS compliance at all in their marketing (i.e., on their factsheets and pitchbooks) until a client is clearly interested in one of their strategies. Once they meet the definition of a prospect (as outlined in your GIPS standards P&P), it triggers the requirement to send a GIPS Report and they find this smaller list of prospects easier to maintain. For others, having everything in one document including required GIPS compliance information and disclosures is easier to manage than separate documents.

There is no “right” way to manage this, but in either case, having a clear process for tracking and reporting performance errors is key.

5. Documentation of Decisions (Not Just Results)

Here’s a subtle but critical point: Good governance for your GIPS compliance program documents decisions, not just outcomes.

Why was that composite redefined?
Why was this benchmark changed?

Why was this model fee selected?

Strong governance creates an audit trail that:

  • Supports sound reasoning (which aides in the verification process or even regulatory exams later on)
  • Reduces key person risk
  • Makes future reviews faster and less stressful

 

This is especially valuable when firms grow, merge, or experience turnover. Clear documentation allows others to step in seamlessly and continue critical functions without disruption. More importantly, it enables independent parties, such as a regulator or your verifier, to understand, assess, and validate how you are calculating and presenting performance that may not be immediately intuitive.

6. Governance Is Ongoing, Not a One-Time Project

The best-governed firms don’t “set and forget” their GIPS compliance program. They revisit governance when:

  • New strategies launch
  • Systems or custodians change
  • Regulations evolve
  • The firm’s structure changes

In other words, governance evolves with the business—because performance reporting doesn’t exist in a vacuum.

Even for firms that are not regularly launching new strategies, changing systems or structure, an annual review of your GIPS compliance program and governance framework is critical. This review helps confirm that practices have remained consistent, while also providing an opportunity to reflect on whether you are satisfied with your verifier, assess whether new regulations require updates, and reconsider how composites are managed or described.

The best time to do this is at year-end so that if you decide something should be changed, you can do that proactively for the upcoming year, rather than having to fix it retroactively.

What Good GIPS Compliance Governance Really Buys You

When GIPS compliance governance is working well, firms experience:

  • A structured, intentional process for validation of your performance results
  • A framework that supports consistency and transparency over time
  • Fewer surprises or last-minute scrambles during verification or regulatory review
  • Greater confidence from regulators and verifiers that you are following established policies and procedures
  • Lower operational and reputational risk

 

Most importantly, it creates trust internally and externally. Good GIPS compliance governance isn’t about being perfect. It’s about being intentional.

Clear ownership. Thoughtful documentation. Real oversight. Those are the firms that don’t just claim compliance, they live it.