Is Your Brand Reaching Advisors?

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Creating connections requires consistent, effective outreach on the part of providers. Among the leading mutual fund, ETF and VA providers we track monthly, only a few manage to capture a significant share of voice across a wide range of touchpoints from digital to traditional to media.


Competition is tight across all digital mediums except for provider websites, in which American Funds has a commanding 45% reach—a solid 16-point lead over its nearest competitors Vanguard, Franklin Templeton and BlackRock. Looking across the remaining digital platforms, BlackRock emerges as a very strong performer, with the exception of mobile apps, where no one firm manages to crack 5%.


More than half of all financial advisors say they received print materials from American Funds in Q1 of 2015, while just under half (42%) received print materials from BlackRock. Franklin Templeton reached about one-third of advisors via print materials, while Jackson and iShares reached just under 1 in 3 advisors. Small numbers of advisors say they attended a roadshows in Q1, ranging from 4% for J.P. Morgan to 6% for Jackson.


BlackRock earns the top spot for advisor advertising recall, followed by Franklin Templeton and iShares. Vanguard, while spending substantially less than all of the asset managers we track, manages to achieve ad recall figures of 51% among advisors. PIMCO and BlackRock were tied in Q1 for the top spot at 46% news recall, however an analysis of the data by month during Q1 reveals that BlackRock actually pulled ahead of PIMCO in March (as PIMCO began the quarter at 62% news recall and ended it at 37%).


While share of voice is clearly important, it is only half the story. Of equal importance is the impact of these touches. To what extent did these firms increase impression—or better consideration—as a result of these oftentimes expensive efforts?

The Advisor Touchpoints™ portal tracks the reach and impact of asset managers’ marketing efforts across 9 critical points of inbound and outbound contact on a monthly basis. With easy-to-use dashboards, users can identify best-in-class providers, benchmark performance against industry averages and filter results for specific targets within the advisor population.


Contact us for a personalized review of your firm’s Q1 2015 performance across all 9 touchpoints tracked in our portal.

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Meredith Lloyd Rice

About Meredith Lloyd Rice

Meredith Lloyd Rice is a vice president in Market Strategies' Syndicated Research 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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