Buy Side vs Sell Side

The role of an analyst on the buy side and the sell side

What’s the difference between the Buy Side vs Sell Side?

Buy Side vs Sell Side. The Buy Side refers to firms that purchase securities and include investment managers, pension funds, and hedge funds. The Sell Side refers to firms that issue, sell, or trade securities and includes investment banks, advisory firms, and corporations.  Sell Side firms have far more opportunities for Analysts than Buy Side firms, largely due to the sales nature of their business.

When talking about investment banking, it is important to know the difference between buy side and sell side. These two sides make up the full picture, the ins and outs of the financial market, and both are indispensable to each other:

  • Buy Side – is the side of the financial market that buys and invests large portions of securities for the purpose of money or fund management.
  • Sell Side – is the other side of the financial market that deals with the creation, promotion, and selling of trade securities to the public.

buy side vs sell side diagram

Learn all about the Buy Side vs Sell Side in our Free Introduction to Corporate Finance Course.


About the Sell Side

On the Sell Side of the capital markets, we have professionals who represent corporations that need to raise money by SELLING securities (hence the name “Sell Side”).  The Sell Side mostly consists of banks, advisory firms, or other firms that facilitate the selling of selling of securities on behalf of their clients.

For example, a corporation that needs to raise money to build a new factory will call their investment banker and ask them to help issue either debt or equity to finance the factory.  See our guide on what is investment banking to learn more about what bankers do.

The bankers will prepare an analysis with extensive financial modeling to determine what they believe investors will think the company is worth.  Next, they prepare a variety of marketing materials to be distributed to potential investors.  This is where the Buy Side comes in…


About the Buy Side

On the Buy Side of the capital markets, we have professionals and investors that have money, or capital, to BUY securities.  These securities could include, commons shares, preferred share, bonds, derivatives, or a variety of other products that are issued by the Sell Side.

For example, an asset management firm runs a fund that invests high net worth clients’ money in alternative energy companies.  The portfolio manager (PM) at the firm looks for opportunities to put that money to work by investing in securities of what he/she believes are the most attractive companies in the industry.   One day, the VP of equity sales at a major investment bank calls the portfolio manager and notifies them of an upcoming initial public offering (IPO) of the company in the alternative energy space.

The PM decides to invest and buy the securities, which flows the money from the buy side to the sell side.


Explore CFI’s interactive career map to learn more about the buy side vs sell side.


Role of the sell side vs buy side

There are some major differences between the sell side vs buy side in capital markets.  The main differences come down to the role each side plays for their client and the personality types that do well on each side.

The role of the Sell Side:

  • Advise corporate clients on major transactions
  • Facilitate raising capital including debt and equity
  • Advise on mergers and acquisitions (M&A)
  • Win new business (build relationships with corporates)
  • Market and sell securities
  • Create liquidity for listed securities
  • Help clients get in and out of positions
  • Provide equity research coverage of listed companies
  • Perform financial modeling and valuation


The role of the Buy Side:

  • Manage their clients’ money
  • Make investment decisions (buy, hold or sell)
  • Earn the best risk-adjusted return on capital
  • Perform in-house research on investment opportunities
  • Perform financial modeling and valuation
  • Find investors and recruit capital to manage
  • Grow assets under management (AUM)


To learn more about the differences between the buy side vs sell side check out our free introduction to corporate finance course!


Sell side careers

There are a wide range of careers available on the sell side, with more opportunities for early stage careers than the buy side.  Below is an overview of the main career paths available on the sell side.

Main sell side jobs:

Popular sell side firms are Goldman Sachs, Barclays, Citibank, Deutsche Bank, and JP Morgan.  Check out our list of top 100 investment banks as well as boutique banks and bulge bracket banks.

To learn more about each of these career paths, check out our interactive career map.


Buy side careers

Finance professionals often graduate to the buy side after spending a few years on the sell side.  The banks tend to be great training ground with their various analyst and associate programs, which typically last 2-4 years.  At this point, analysists or associate may look at moving to the buy side. Below is an overview of the main career paths available on the sell side.

Main buy side jobs:


Sell side skills

There are unique characteristics to understand about the buy side vs sell side.  At the most junior positions roles may be very similar, but at more senior positions the roles start to vary more significantly.  As the word “sell” implies in Sell Side there is more salesmanship required than on the buy side.

The main skills required on the sell side include:

  • Industry research
  • Financial modeling
  • Excel skills
  • Research report generation
  • Pitch book presentations
  • Client relationship management
  • Winning new business
  • Selling and closing deals


Buy side skills

As mentioned above, at the analyst or associate level the skill sets are very similar, but ultimately there is less salesmanship required on the buy side and therefore it tends to attract a slightly more cerebral and less gregarious person (although this is just a board generalization).

The main skills required on the sell side include:

  • Industry research
  • Financial modeling
  • Excel skills
  • Research report generation
  • Raising capital
  • Achieving rates of risk-adjusted return


All of the skills required for these careers can be easily learned with our online buy side and sell side training courses.


Buy side vs sell side compensation

Total compensation (salary and bonus) can vary widely depending on the position, the firm, the city, and all sorts of other factors.  For this reason, it’s hard to make a generalization about the compensation differences of the sell side vs buy side, but there are a few points to know.

Buy side jobs typically require more experience, and professional are often thought to “graduate” from the sell side to the buy side.

Buy side jobs have a performance bonus element (a carried interest in private equity or the 2-and-20 structure in hedge funds) which can lead to significant upside if the investments perform well.

Sell side jobs also have performance bonuses, which can be based on both personal performance as well as the performance of the firm.

For the above two reasons its generally safe to assume you can make more on the buy side, but don’t underestimate the ability of a rainmaker investment banker to earn massive amounts of money.


How Do The Buy Side and Sell Side Earn a Profit?

Buy side companies make money through buy low and sell high trade activities. They have to create value by identifying and buying underpriced securities. For instance, a buy side analyst who is monitoring the price of a technology stock observes a drop in the price, as compared to other stocks, yet the tech company’s performance is still high. The analyst will make an assumption that the tech stock’s price will increase in the near future. Based on the analyst’s research, the buy side firm will make a buy recommendation to its clients.

Sell side firms earn their way through fees and commissions; therefore, their main goal is to make as many deals as possible. The market makers are the compelling force on the sell side of the financial market. They engage in foreign exchange markets by buying and selling a substantial volume of currencies, underwriting and managing bond issues bought directly from the US treasury, dominating the stock market via underwriting stock issuance, taking proprietary positions, and selling to both companies and individual investors.


What is a Sell Side Analyst?

A sell side analyst is an analyst who works in investment banking, equity research, commercial banking, corporate banking, or sales and trading.

For more information on Sell Side Analysts please visit our Career Map and explore the many opportunities related to the Sell Side.


More capital markets resources

We hope this has been a helpful guide to help you understand the main differences, similarities, pros, and cons between the buy side vs sell side.

If you’d like to continue to prepare for capital markets careers we’ve got plenty more free resources to help you on your journey.

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