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Twelve U.S. Groups Voted Among The Top Asset Management Brands in Europe, Reveals Broadridge Study

NEW YORK and LONDON, March 19, 2019 – Fund Brand 50 (FB50), a research study by Broadridge Financial Solutions, Inc. (NYSE:BR), a global Fintech leader, reveals the best brands in European third-party asset management including the fastest growing brands. The independent study, now in its eighth year, measures asset managers’ relative brand attractiveness based on fund selector perceptions across ten brand drivers. The research also examines the best third-party brands in each of Europe’s ten largest retail markets.

The latest annual brand study reveals how managers can succeed in Europe and that size does not matter when it comes to building brand credibility. The brands that made the biggest gains had varied backgrounds, product scale and investment expertise, and all demonstrated high conviction stories to engage the industry’s most influential fund buyers. U.S. asset management giants BlackRock, JP Morgan and Fidelity are Europe’s best known third party brands and all held on to their leadership positions, whilst the multi-affiliate group, Natixis, jumped 11 places, closing in on a position in the ranks of the elite top-ten. Joining Natixis as groups with the biggest brand momentum were Pictet and Robeco – all three enjoying significant improvements to the Total Brand Scores[1] on which the FB50 rankings are based.

Top 10 cross-border groups ranked by total brand score
Rank Fund Group Rank Change
1 BlackRock 0
2 JPMorgan AM 0
3 Fidelity 0
4 Pictet AM 0
5 M&G Investments +1
6 Schroders -1
7 Robeco +2
8 DWS -1
9 Invesco -1
10 Amundi +2

Below the top tier, the fastest rising brands included a number group of U.S. managers - Morgan Stanley, T Rowe Price and Wellington Management being the most prominent. 

Commenting on the latest results, Diana Mackay, managing director, Broadridge Global Distribution Solutions said: “This year’s brand rankings prove, more than ever before, that brand success in Europe is not simply about scale, price and performance. Mifid 2 has had a disruptive effect on the industry bringing price to the fore in fund selection and this is a direct route to commoditization. Active managers now need to work even harder to develop propositions and personalities that fund buyers and their clients will see as authentic and want to connect with. It is the difference between ‘love’ and ‘like’. An enduring brand is one that is loved for who it is rather than liked for what it does. The U.S. groups that are in the lead or rising fast have all taken this extra step to connect, although significantly it is the European houses that have take the lead in adopting authentic SRI credentials”

Additional findings from this year’s study include:

  • Why BlackRock, despite a fall in brand score, is the top brand with European third-party fund selectors.
  • How the top four cross-border brands hold on to their positions despite the gap narrowing between the giants and the mid-sized groups.
  • Assessment of brand development by lesser known U.S. names in Europe: Capital Group, Morgan Stanley,T Rowe Price and Wellington Management.
  • The influence of SRI on brand and why it is an Achilles heel for many of the largest U.S. players while smaller groups and thematic specialists continued to build brand momentum in this space.
  • The enduring popularity of investment specialists, which feature heavily in the boutique rankings with Sweden’s Lannebo Fonder taking pole position for the fourth year in a row. Recognition for local knowledge, appealing products and client support helped it stay ahead of the French manager, Moneta.

Asset managers, consultants and other industry stakeholders interested in receiving the in-depth FundBrand 50 analysis can visit for more information.

[1] Total brand score based on ten brand drivers

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 $6 billion in revenues, provides the critical infrastructure that powers investing, corporate governance, and communications to enable better financial lives. We deliver technology-driven solutions that drive business transformation for 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. Our technology and operations platforms underpin the daily trading of more than $10 trillion of equities, fixed income and other securities globally. A certified Great Place to Work®, Broadridge is part of the S&P 500® Index, employing over 14,000 associates in 21 countries.

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