Top-of-Mind Firms Among Advisors Seeking Active Managers

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American Funds, Franklin and BlackRock Have Top Advisor Mind Share as “Active Managers”


Recent fund flows reveal a competitive environment that has become increasingly favorable for passive investment strategies. That said, according to this year’s Advisor Brandscape® report, advisors continue to invest the majority of client assets in actively-managed investments (69%). With all of these actively managed dollars up for grabs, which firms are advisors most likely to consider?

In addition to our ability to track advisors’ overall allocations to actively- vs. passively-managed investments on a monthly basis in Cogent Beat™ Advisor, we now measure advisors’ unaided consideration of leading providers as “active” or “passive” investment managers.

In Q2, American Funds was cited most frequently (35%) as an “active” manager, followed by Franklin Templeton (26%), BlackRock (24%) and Fidelity (22%). Interestingly, 1 in 10 advisors (11%) identified Vanguard as a firm he or she would likely consider for actively managed investments, placing the firm ahead of key competitors focused on active management. That said, Vanguard was mentioned even more frequently as a “passive” investment manager (42%), as the firm is in a virtual tie with iShares in that category.


We look forward to continuing to monitor this trend in the coming months through our continuous data collection. It will be critical for asset managers to evaluate how recent market volatility is impacting advisors’ active/passive preferences as well as brand perceptions

For more information on advisor preferences and consideration factors, watch a webinar based on our full Advisor Brandscape report.

Watch Advisors Adapting to a Changing Environment

This entry was posted in Brand and Messaging, Financial Services and tagged , , , , , , by Meredith Lloyd Rice. Bookmark the permalink.
Meredith Lloyd Rice

About Meredith Lloyd Rice

Meredith Lloyd Rice is a vice president in Market Strategies' Syndicated division. She manages the firm’s syndicated research products focused on the financial advisor market and is the lead author of the Advisor Brandscape® report. She has more than 15 years of experience managing research initiatives in the wealth management industry and has explored a wide range of business issues on the client and supplier side. Prior to joining Market Strategies, Meredith was an associate VP at Chatham Partners where she oversaw a team of researchers and managed the overall design, analysis and interpretation of large-scale studies for institutional financial services clients. Meredith earned an MBA from Thunderbird School of Global Management and a bachelor’s degree from Colgate University. She is a former collegiate rower who now gets her exercise chasing after her 2-year-old daughter and Clumber Spaniel.

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