Broadridge's Fund Brand 50 study expanded, reveals
best-performing fund brands globally
LONDON, March 29, 2021 /PRNewswire/ -- Fund Brand 50
(FB50), an annual research study by global Fintech
leader Broadridge Financial Solutions, Inc. (NYSE:BR),
celebrated its 10th anniversary with a global edition –
highlighting the world's best-performing, third-party asset
management brands.
The independent study measures asset managers' relative brand
attractiveness based on fund selector perceptions across 10 brand
drivers, revealing the best 50 global and regional brands in APAC,
Europe and the U.S. Local market
brand leaders are also disclosed in APAC's and Europe's most significant retail markets for
third-party fund distribution.
Asset managers faced extraordinary challenges in 2020, forcing
them to rapidly adapt their operating environments and client
engagement activity in the wake of a global pandemic. The changing
conditions accelerated digital transformation for many managers,
creating challenges and opportunities for their brand
engagement.
The top-five global brands, led by BlackRock, are all industry
giants in terms of assets under management and their operational
scale. The diversity of the global top 50 demonstrates that it's
not only scale that matters to fund buyers. Selectors' favourite
companies spanned from niche specialists to the large one-stop-shop
'supermarket' providers. In the inaugural global rankings, size
varied from the European manager Comgest with $33 billion in assets under management, to U.S.
giant Vanguard with U.S. $7.6
trillion.
The optimum mix of the most important elements of brand drivers
varied across the regions. European selectors weighted product and
client service elements as most important, while in APAC and the
U.S., the company's strength and client focus were marginally more
important.
"While the drivers of brand were unique in each region, the most
successful asset managers were all able to differentiate themselves
to fund selectors. Those with scale and a wrap-around service
provided the comfort blanket of robustness and reliability. At the
same time, several investment specialist firms thrived with unique,
high-conviction strategies drawing attention and recognition from
distributors and end-investors," said Mauro Baratta, Vice President, Distribution
Insight, Broadridge.
Top-10 global asset management brands ranked by share of
total brand score
Rank
|
Fund Group
|
1
|
BlackRock
|
2
|
J.P. Morgan
AM
|
3
|
Fidelity
|
4
|
Capital
Group
|
5
|
Vanguard
|
6
|
PIMCO
|
7
|
Pictet AM
|
8
|
T. Rowe
Price
|
9
|
Franklin
Templeton
|
10
|
Allianz
GIobal
|
|
Data source:
Broadridge Fund Brand 50 2021
|
Additional findings from this year's study include:
- Interest in sustainability and thematic fund providers
intensified across all regions, fuelled by end-investor demand and
pending regulatory changes. Managers with distinctive 'green'
credentials were notably popular in Europe.
- Building brand recognition through digital and social media was
increasingly important in APAC to engage with younger tech-savvy
audiences.
- The fastest-rising brands in Europe impressed selectors with strong
performances in their most important brand attributes, including
appealing investment strategy and client-oriented thinking.
- U.S. fund selectors tend to place their trust in a relatively
small number of product providers with a broad investment offering
and that have a product mix that works for the vast majority of
their clients.
Asset managers, consultants and other industry stakeholders
interested in receiving the in-depth Fund Brand 50 analysis can
make requests via the Fund Brand 50 information page.
Media agencies that are interested in the top-10 regional tables
can make requests via the media contact.
About the research
* The Fund Brand 50 report is an
annual study monitoring the influence of brand on third-party fund
selection. The study is based on intensive interviews with more
than 1,200 of the most significant fund selectors in APAC,
Europe and the U.S. Fund selectors
are asked to name their top-three suppliers based on 10brand
drivers including: appealing investment strategy, client-oriented
thinking, innovation and solidity. Using statistical analysis,
answers to these and other preference questions are transformed
into a 'Total Brand Score', on which groups are ranked.
About Broadridge
Broadridge Financial Solutions (NYSE:
BR), a global Fintech leader with over $4.5
billion in revenues, provides the critical infrastructure
that powers investing, corporate governance, and communications to
enable better financial lives. We deliver technology-driven
solutions to banks, broker-dealers, asset and wealth managers and
public companies. Broadridge's infrastructure serves as a global
communications hub enabling corporate governance by linking
thousands of public companies and mutual funds to tens of millions
of individual and institutional investors around the world. In
addition, Broadridge's technology and operations platforms underpin
the daily trading of on average more than U.S. $10 trillion of equities, fixed income and
other securities globally. A certified Great Place to
Work®, Broadridge is a part of the S&P
500® Index, employing over 12,000 associates in 17
countries. For more information about us and what we can do for
you, please visit www.broadridge.com.
Media Contact:
Hannah
Polson
Cognito
+44 (0) 7974244217
BroadridgeEMEA@cognitomedia.com
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