On November 11, 2025, T. Rowe Price announced that it had deployed Genesis Global’s Primary Bond Issuance (PBI) platform across its fixed‑income operations. The solution consolidates deal data from multiple providers, offers a real‑time view of market activity, and integrates with existing portfolio modeling and order‑management systems, allowing the firm to move from fragmented, manual processes to a single, automated workflow.
PBI’s architecture includes AI‑driven handlers that parse unstructured data from emails and chats, automatically populating deal fields and flagging anomalies. By aggregating data from multiple sources, the platform eliminates duplicate entry and reduces the risk of human error, while the unified interface speeds up collaboration between trading, portfolio management, and research teams. The initial rollout covers investment‑grade corporate bonds and is active in Baltimore, London, and Hong Kong, with plans to extend coverage to high‑yield and emerging‑market issuances.
The operational impact is substantial: the platform cuts manual effort by an estimated 30‑40%, shortens deal‑completion times, and improves pricing accuracy. For a firm that manages $208 billion in fixed‑income assets out of a $1.77 trillion AUM, these efficiencies translate into lower transaction costs and a stronger competitive position in the fast‑moving primary bond market.
T. Rowe Price’s leadership framed the deployment as part of a broader technology‑driven strategy. Global Head of Fixed‑Income Trading Dwayne Middleton said the new tool “enables a scalable and repeatable investment process in the primary bond market, addressing data fragmentation and improving collaboration across trading, portfolio management and research.” CEO James Harrison of Genesis Global added that the platform “gives T. Rowe Price an edge in the highly competitive market for corporate bond deals.”
The move signals T. Rowe Price’s commitment to operational excellence and positions the firm to capture higher‑quality deals while managing costs. By automating key issuance steps, the firm can respond more quickly to market opportunities, potentially increasing deal volume and enhancing client service without a proportional rise in staff or infrastructure expenses. The deployment also sets the stage for future expansion into higher‑yield and emerging‑market segments, further broadening the firm’s fixed‑income footprint.
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