The global funds group, which already has an established presence throughout Europe and a high profile in emerging markets, is rebranding as BNP Paribas Asset Management from 1 June.
Belgium, France, Italy and Luxembourg are four countries in Europe which it further identified as strongholds where sales could also grow.
The firm is also targeting individual investors with outcome-based retirement savings products, as well as providing digital platforms to distributors.
Other digital initiatives will include partnering with fintechs in areas such as robo-advice, smart coding and artificial intelligence, it said.
The product range is another area where it plans to change by simplifying through what it calls “an ambitious transformation programme”.
“Milestones so far include the creation of the private debt and real assets team under the leadership of David Bouchoucha, incorporating a broad range of investment solutions in private debt instruments financing companies or assets such as infrastructure or real estate”, it said.
Frédéric Janbon, chief executive of BNP Paribas Investment Partners, said the firm was investing in a scalable platform on which “to base future growth globally and achieve sustainable long-term success”.
“By streamlining our operating model and product range, we will be very well placed to deliver high-quality products and solutions at the right price to our clients. We believe that this will enable us to meet our growth targets and will be the key to our success.”