Hedge fund marketing business ML Capital has launched an advisory service for managers and bagged Prudential's investment management arm as one of its first clients.

Former Rothschilds fund manager Shane Norman will lead the advisory service team. Norman said ML Capital would advise managers on how to meet investors' expectations following after the financial crisis and introduce funds to suitable investors.

The advisory service team has won four clients so far. The largest is M&G Investments, a subsidiary of Prudential. A spokesman said M&G chose ML Capital because it wanted to target a wider investor base.

Other clients include New College Capital and New York-based Southridge.