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itcrowd

Any number of ways. For example pitching behind closed doors to potential customers.

Others don't have customers, they trade with their own money (not just small-time traders, by the way).

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Eventually, there'd have to be a leaked anonymous source?

"Fund beats S&P by 20% for 20 years straight" is a good story?

Not at all, you've probably never heard of tgs management for example, a fund comparable to rentec

You're correct, I never have.

I am not understanding how a fund could remain open/transparent enough to build trust with potential investors. But still maintain secrecy over the years.

Because they don't trade outside money - tgs and others like it only trade their founder/employee's money. They also enforce strict NDAs with all their employees and business counterparties (data vendors, prime brokers, etc).

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