In the world of financial services industry, you’ll often hear the following terms from professionals:
sell side versus buy side/sell-side vs buy-side
what is sell side vs buy side
what is buy side vs sell side
In M&A, it refers to the party the professional represents. Its meaning, however, varies based on the specific area of finance in question.
Key Takeaways
The buy side is the financial market segment that invests with the goal of growing wealth. Analysts are hired by buy-side firms that invest in securities. They are expected to efficiently make investment recommendations to guide clients toward growth-driving decisions. Through research and identifying opportunities, they determine the best investments.
On the other hand, the sell side is the segment responsible for the creation, promotion, and sales of financial products/instruments. Since it’s the sales-driven side, having the ability to establish and nurture relationships is necessary to be successful in this field, career-wise.
Both sides constantly interact to keep financial markets running. While the sell side typically sets the initial price of a financial instrument, the buy side often determines what it should be. Once the buy side sees potential in an asset and invests in it, they have the power to influence others to follow suit.
What is Buy Side?
Buy side definition: Refers to the segment of the financial market that purchases and invests substantial amounts of securities for fund or wealth management.
Several decades ago, most funds depended on sell-side research from brokerage firms. However, as the industry expanded and competition intensified, many large institutional investors established in-house research teams to strengthen their market advantage. Advisors on this side have seen significant growth in their roles over the years.
Key characteristics:
Buy-side analysts are employed by institutions that manage investments on behalf of their clients.
An analyst represents firms known as institutional investors. Private equity (PE) and hedge funds are on the buy side in the finance sector.
Buy-side analysts are expected to cover broader sectors and areas than their sell-side counterparts. Funds commonly hire analysts who will then be overseeing both industrial and tech sectors.
Primary functions:
In-house research on investment opportunities
Financial modeling and valuation
Investment decisions (buy, hold, or sell)
Manage clients’ finances with the goal of making the most returns
Seek investors and raise capital for management
Aim for the best risk-adjusted return on capital
Expand assets under management (AUM)
What is Sell Side?
Sell side definition: Sell-side refers to firms and professionals involved in creating, marketing, and selling financial instruments, including stocks, bonds, and private placements, to buyers in the financial market.
A sell-side research analyst is assigned to monitor a set of companies, usually within the same industry, and provides clients with research reports continuously. They create financial models to estimate company performance and gather insights from different industry sources, such as customers, suppliers, and competitors.
Analysts who cover a company will generally give three ratings: buy, sell, or hold. Each one indicates the expectation of the stock’s price movement within a certain time frame, and investors will draw their decisions based on it.
Key characteristics:
The goal of the sell side is to raise the price of every financial instrument, and at the same time, deliver analysis and insights into these assets.
They perform an advisory function for investment banks, corporations, and advisory firms.
Sell-side firms typically offer more opportunities for aspiring analysts than buy-side firms, primarily because their business model is driven by sales.
Primary functions/role in financial markets:
Advise corporate clients on major transactions such as M&A
Assist in raising capital through debt and equity financing
Nurture relationships with corporations with the goal of securing new businesses
Market and sell securities while creating liquidity for listed assets
Help clients enter and exit investment positions efficiently
Conduct equity research and provide coverage of publicly traded companies
Perform financial modeling and valuation to support investment decisions
Difference Between Sell Side and Buy Side
Aside from the roles and objectives, another difference between buy side and sell side is their organizational structure. In buy side vs sell side finance, the former focuses on making investments, while the latter facilitates transactions.
The buy side includes investment firms, hedge funds, and asset managers with the goal of purchasing assets at favorable prices. Within their financial analysis, they’ll prioritize the following information:
Risk assessment
Valuation
Portfolio growth.
On the other hand, the sell side consists of investment banks and advisory firms that promote and structure deals, helping clients raise capital or sell assets.
In buy vs sell side, analysts operate differently. Buy-side analysts conduct in-depth research to be used as guidance in making investment decisions, while sell-side analysts provide market insights to create interest in securities or businesses.
Organizational structure-wise, buy-side firms prioritize long-term investment strategies, whereas sell-side firms focus on sales and transaction execution. Both sides are interdependent, yet their incentives and methods often put them on opposite sides of the ring.
Career Perspectives
Sell-side analysts often earn more, but top buy-side analysts, especially in hedge funds, can surpass them. Sell-side roles involve extensive travel and long hours, while buy-side roles are high-pressure. Sell-side analysts are paid for information flow, while buy-side analysts’ compensation depends on the quality of their recommendations and the fund’s performance.
Sell vs buy side: Skills Required for Each Side
Buy side analysts must have the following skills:
Have a solid financial market understanding
Excels at financial research, report generation, and raising capital
Can deliver financial models with accuracy on Excel (traditionally) or the required automation software
Continuously make strategy adjustments to fit the demand of changing portfolio performance
Excellently make suggestions for investments based on their research
Push through with transactions that align with the objectives of the fund
Attaining desired returns while managing risk effectively
Sell side professionals need the following skills:
Relationship-building skills
Excels at financial research, Pitchbook presentations, and report generation
Proficiency in salesmanship and communication skills
Create confidence and inspire trust in clients
Selling and sealing agreements
Career Paths in Buy Side
Private equity firm analyst
Asset manager
Hedge fund manager
Risk management analyst
Portfolio manager
Wealth manager
Venture capitalists
Career Paths in Sell Side
Investment banker
Commercial and corporate banking professional
Capital market analyst
Sales and trading professionals
Equity researcher
Market Impact and Influence
What’s the real muscle behind buy-side market power? Aside from their negotiating strength, they have the ability to create unbeatable value for a firm’s clients. But what does that mean in a world where buyers—like massive retailers or tech giants—call the shots? They achieve this by identifying and acquiring underpriced assets they believe will increase in value over time. Moves by these industry leaders have an impact on the assets’ pricing and signal to others that an opportunity exists to acquire them.
This influence not only allows them to score favorable deals but also impacts the broader price discovery process or the mechanism markets use to determine what an asset is truly worth based on supply, demand, and trading activity.
Contrast this with sell-side market making, where institutions like investment banks or brokers facilitate trades by setting prices and providing liquidity. While the sell-side keeps the market humming by offering assets for sale, the buy-side’s strength comes from deciding what to snap up—and when.
When you think about it, the interplay between these forces is fascinating: sell-side players might propose a price, but a major buy-side firm’s decision to buy (or pass) can shift the entire valuation landscape.
Services and Products
Sell-side Offerings
Selling a business combines strategy and financial insight, marketing expertise, and legal know-how. Owners shouldn’t just deal with the first potential buyer they talk to. Without the right guidance, companies risk being undervalued.
Sell-side advisors work alongside business owners to craft a targeted sales strategy, attract the right buyers, and negotiate the best possible deal. From valuation and marketing to vetting offers and closing, they smoothen the process to maximize the business’s worth at exit.
Companies want the sell-side professional’s analysis on the key investment metrics and the future earning potential of an investment. Hence professionals are hired to perform in-depth equity research and evaluation of its financial performance, growth prospects and its movement within market trends.
These advisors deliver insights on stocks and other securities, often delivering buy, sell, or hold recommendations to guide their clients’ investment decisions.
Buy-side offerings
The buy-side of the capital markets is made up of investors and professionals looking to deploy capital into securities, including stocks, bonds, derivatives, and other sell-side offered financial instruments.
The buy-side research conducted by analysts within investment firms (mutual funds, pension funds, trusts, and hedge funds) uncovers promising investment opportunities that make portfolio performance robust. It is through the combination of their research and strategic recommendations that help money managers make informed decisions, leading to driving returns for their clients.
Key Players in the Market
The difference between buy and sell side can be observed in how they generate revenue in financial markets within their roles.
Buy low and sell high — the highest possible gains are always the target of buy side firms when they invest capital. This is done by determining undervalued securities and making smart strategies about them down the road. For example, a buy-side analyst tracking a technology stock might notice a price drop despite strong company performance. If a rebound is forecasted, they recommend a buy to their firm or clients.
Buy side institutions examples:
Mutual funds take a huge part of the investment fund landscape, totaling over $17 trillion in assets. Unlike passive funds like ETFs and index funds, mutual funds are actively managed by portfolio managers and analysts who carefully look into every opportunity that maximizes returns.
Hedge funds operate as private investment vehicles, unlike publicly marketed mutual funds. Only institutional investors and high-net-worth individuals have access to them. Since they benefit from regulatory constraints, investors can execute aggressive strategies (short selling, for instance) to drive the best results.
Private equity funds pool investor capital to acquire substantial stakes in businesses. They buy companies that show strong growth with the goal of further enhancing its performance that will, in turn, create returns for investors. Once acquired, they restructure the company financially and operationally. Management overhauls may also take place.
On the other hand, sell-side firms earn revenue through fees and commissions by overseeing deals. Among the biggest core differences between the sell side and buy side is that the former focuses on sealing as many deals as possible, while the latter holds investments for greater returns over time.
Sell side firms examples:
Investment banks are the most well-known sell-side firms. They operate across industries like healthcare, technology, and mergers & acquisitions.
Sell-side also includes equity research and sales & trading, as these firms charge fees for these services through research subscriptions and market-making.
In sectors like commercial real estate, brokerage firms serve sell-side entities. After facilitating a successful sale, they earn commissions from it.
To summarize, sell-side firms act as intermediaries, while buy-side firms are investors seeking profitable opportunities.
FAQ
How does market volatility impact firms on the buying and selling side?
Market volatility affects buy-side and sell-side firms differently. A situation may be challenging for one side and beneficial for the other.
Buy-side firms may choose to hold their investments in the middle of downturns. They are compelled to employ strong risk management strategies to lessen potential losses.
On the other hand, sell-side firms often benefit from increased trading activity during volatile periods, as heightened market movements lead to more transactions and higher commissions.
What is buy side and sell side client relationship like?
Buy-side firms partner with clients to strategically manage their investments, while sell-side firms offer financial products and services to a diverse investor base.
What does buy side and sell side mean in M&A?
In M&A, the buy-side focuses on assisting buyers in identifying and acquiring businesses, while the sell-side involves working with sellers to find suitable buyers for a client’s business sale.
What are the KPIs of buy side vs sell side?
Buy-side firms gauge success by how well their investments grow, while sell-side firms focus on transaction volume, market presence, and the strength of their financial offerings.
For buy-side firms, strong investment performance and portfolio expansion define success, whereas sell-side firms thrive on high deal flow, market reach, and top-tier financial products.
While buy-side firms measure success through investment returns and portfolio growth, sell-side firms focus on driving transactions, expanding market share, and delivering high-quality financial products.
Conclusion
Buy side versus sell side: Analysts on both sides will always conduct research, analyze, and suggest investment recommendations within financial markets. While sell-side analysts provide insights to external clients, buy-side analysts guide investment decisions within their own firms, which range from hedge funds to pension funds and other asset management entities handling significant securities portfolios.
In choosing between buy-side and sell-side careers, finance professionals must consider their strengths and experience. Most begin on the sell side, as the buy side typically requires more expertise to make sound investment decisions for clients. Others remain on the sell side, especially if they excel in salesmanship, have the ability to maintain relationships with clients and find success there.
