Best-Performing Fund Brands Globally According to the 2026 Broadridge Fund Brand 50 Report

U.S. Fund Brand 50

BlackRock Regains Top Spot in the U.S. in Broadridge’s Fund Brand 50 2025 Report

Top three attributes U.S. fund selectors value in partnering with asset managers: ‘Solidity’, ‘Client-oriented thinking’, and ‘Appealing investment strategy’

NEW YORK – March 31, 2026 – The latest edition of Broadridge’s Fund Brand 50 (FB50), an annual research study by global Fintech leader Broadridge Financial Solutions, Inc. (NYSE:BR), was released today, highlighting the world’s best-performing third-party asset management brands. BlackRock retains first place for a second successive year; however its lead was cut and this year saw the further ascendance of relatively recent entrants into the broader FB50 list. BlackRock’s prominence is not merely a reflection of scale but also of its sophisticated alignment between product innovation and brand trust that continues to resonate with professional fund buyers.

“While solidity and client-oriented thinking are still high priorities, our inquiries into brand perception uncovered that fund gatekeepers—such as wealth management ‘home office’ teams and investment committees—also strongly prioritize investment team stability,” said Jeff Tjornehoj, Broadridge’s US Senior Director of Fund Insights. “In their eyes, it serves as a proxy for the repeatability of performance and the mitigation of transition risk.”

Fund Brand 50 is powered by insights from Broadridge’s Global Fund Buyer Focus Intelligence — a comprehensive, continuously updated intelligence and analytics dataset capturing fund selector preferences, behaviors, and market trends across global markets. FB50 measures and ranks asset managers’ relative brand attractiveness based on fund selector perceptions: considering 10 brand attributes to reveal the top U.S. and global brands. Broadridge also issues FB50 reports on brand leaders in Europe and APAC. This is the latest study from Broadridge’s Data and Analytics business and highlights the depth and breadth of the firm’s global market insights.

Top-10 U.S. Asset Management Brands

Key insights

• Capital Group had an impressive run up the league table to finish in second place. Vanguard dropped to third and JPMorgan and Fidelity rounded out the top-five spots. Professional buyers often prioritize Capital Group as a ‘safe harbor’ associating the brand with long-term reliability and a client-centric partnership model.
• Reflecting on the report from one year ago, it is worth noting that steady performance and lower volatility had primed fund selectors to explore new institutional engagements. This trend intensified in 2025, as reflected by modest shifts among the top-10 brands.
• PIMCO took advantage of swapping places with First Trust for sixth and seventh, respectively. Franklin held fast to eighth place for the fourth consecutive year, while T. Rowe Price made steady progress from tenth to ninth, and Goldman Sachs proved its fall outside the top 10 last year was short-lived as it finished in tenth place this year.

Valued attributes

• ‘Solidity’, ‘Client-oriented thinking’, and ‘Appealing investment strategy’ took the top-three spots in the rankings once again this year. U.S. selectors favor large, global brands with a wide and varied product offering, and the security of a well-established name.
• ‘Appealing investment strategy’ remains a ‘magnet’ for new capital. Investors prioritize managers who demonstrate a repeatable process for generating risk-adjusted returns and once again, BlackRock continues to set the pace.
• The top-four brand attributes remained unchanged in 2025, while ‘Stability of invest­ment management team’ moved from sev­enth place last year to complete the top five in fifth place in 2025, knocking ‘Understanding of the markets in which they operate’ out of the top five to place seventh. ‘Social responsibility/sustainability’ once again placed 10th.

Additional findings from this year’s study include:

• Capital Group is predominantly perceived as the gold standard of institutional stability, anchored by its signature ‘Capital System’ of multi-manager oversight. By eschewing the ‘star manager’ model in favor of a collaborative investment process, the firm signals a repeatable, high-conviction approach to active management that outlasts individual tenures.
• In a ‘sea of sameness’ where many firms offer similar investment strategies, a strong brand acts as the primary differentiator. In summary, a truly effective brand transcends logos and slogans; it is the embodiment of an identity that builds trust, drives loyalty, and provides the strategic foundation for future expansion.
• For product managers, 2025 was a watershed year for the evolution of investment vehicles. The industry witnessed an explosive surge in active ETF development, with nearly 1,000 new funds entering the market. This shift signifies a structural migration of capital; during the same period, only 95 new mutual funds launched — a 52% decline from 2024 and the lowest level since 1983 — as the industry saw 262 more closures than launches.

A webinar is scheduled for Tuesday, 14 April 2026 at 2:00pm BST | 9:00am EST | 9:00pm CST to reveal the top asset management brands in each region. Registration is available to all https://event.on24.com/wcc/r/5270343/9C55A720DB344CF0E2D572C76AB46728

About the report

Broadridge Fund Brand 50 is an annual study derived from Broadridge’s Global Fund Buyer Focus Intelligence, which equips asset managers with critical analytics on their fund selector preferences, brand tracking, and quality scores. The analytics are driven by intensive interviews with more than 1,300 of the most significant fund selectors in Europe, APAC and the US. Fund selectors name their top-three suppliers across the following 10 brand attributes.

• Solidity
• Client-oriented thinking
• Appealing investment strategy
• Expert in what they do
• Stability of investment management team
• Thinks and acts globally
• Understanding of the markets in which they operate
• Keeping best informed
• Innovation/adaptation to market
• Social responsibility/sustainability

These answers, as well as commentary from other preference questions, are collated using statistical analysis and transformed into a ‘Total Brand Score’, on which groups are ranked.

Asset managers, consultants, and other industry stakeholders interested in receiving more detail about Fund Buyer Focus Intelligence can visit this website page. To inquire about Broadridge’s Fund Brand 50 report, please visit the Fund Brand 50 information page.

Broadridge helps asset managers streamline investment operations, comply with changing regulations, and drive revenue and profitability with advanced data, analytics, and global market intelligence. Broadridge’s fund solutions business serves nearly 500 asset managers, and tracks $110 trillion of assets under management, providing fund clients with an unparalleled global view into investor and asset trends.

Europe Fund Brand 50

The Best-Performing Fund Brands in Europe and Globally According to the 2026 Broadridge Fund Brand 50 Report

BlackRock retains top position in Broadridge’s Fund Brand 50 global asset manager rankings, significantly increasing its total brand score

LONDON – 31st March 2026 – The latest edition of Broadridge’s Fund Brand 50 (FB50), an annual research study by global Fintech leader Broadridge Financial Solutions, Inc. (NYSE:BR), was released today, highlighting the world’s best-performing third-party asset management brands. The study reveals a shifting brand landscape as asset managers jockey for position amid geopolitical tensions, market volatility, and intense fund selector scrutiny. Managers are enhancing their brand by offering clients access to high-growth markets such as private equity and private debt via strategic partnerships or through targeted acquisitions. Another critical trend that continues to shape the competitor environment, and the brand ranking, is investor appetite for passive and active ETFs. Innovative funds are highly prized in these dynamic growth areas.

“JPMorgan AM no longer poses a significant threat to BlackRock as its total brand score has dropped 48 points after surging 755 points in 2024,” notes Barbara Wall, Broadridge’s EMEA Director of Data & Analytics. “BlackRock emerges top in four brand attributes including ‘Expert in what they do’ and ‘Solidity.’ The US leader is also the foremost recognised brand in eight out of the ten European markets covered. However, JPMorgan narrowly leads BlackRock in Germany, while Amundi moves into top position in France.”

The independent study, now in its 15^th year, is powered by insights from Broadridge’s Global Fund Buyer Focus Intelligence— a comprehensive, continuously updated intelligence and analytics dataset capturing fund selector preferences, behaviours, and market trends across global markets. FB50 measures and ranks asset managers’ relative brand attractiveness based on fund selector perceptions: considering 10 brand attributes to reveal the top fund brands in Europe, APAC and the US. This is the latest study from Broadridge’s Data and Analytics business and highlights the depth and breadth of the firm’s global market insights.

Top-10 European Asset Management Brands

Key insights

• Amundi upsets the established order by replacing Pictet in fourth position (a post held by Pictet since 2021). It was also a productive year for Schroders and UBS – both move up a rung into eighth and tenth place, respectively. While Schroders’ top attribute is ‘Stability of investment management team’, the group is also valued for its extensive product range and expanding private markets offerings, including liquid alternatives. Home bias might have been a factor in the rise of UBS, with Swiss selectors remarking that their domestic clients are more at home with a provider which, like UBS, is a well-known local brand. UBS’s top attribute is ‘Local Knowledge.’
• Fidelity remains in third place scoring highly for ‘Keeping best informed.’ Selectors also like this provider for its consistency, sheer professionalism and the great capacity that it has for fundamental analysis. Passive powerhouses iShares and Vanguard retain their top-10 slots in sixth and seventh place, respectively. Both groups are valued for their solidity and core passive fund ranges.
• Social responsibility may not be top of mind for many providers in the current market climate, but it is noteworthy that some of the biggest asset management brands in Europe have lost institutional mandates due to a perceived reduction in their focus on ESG issues. At the retail level, fund selectors view promoters’ sustainability credentials as relevant, though increasingly less so amid mixed performance, closures and mergers, and regulatory uncertainty.
• Active ETFs were a hot topic in 2025, and, while AUM remains low, flow momentum is building. Establishing a distinctive and authoritative message will be critical for building brand recognition in what is a highly concentrated space. As the sector matures, selectors are increasingly looking for high conviction active ETFs (many of which are thematic) distinguishable from the more widespread index enhanced strategies.

Valued attributes

While the top-five most important attributes in Europe are ostensibly unchanged from the previous year, with ‘Appealing investment strategy’ retaining top position, the precise ranking is rather more nuanced, with multiple attributes tying for second and fourth place. This serves to underscore the importance for asset managers of being seen to offer both fund selectors and investors alike the whole package.

Increasingly, asset managers are being asked to provide continuous, high-quality, and transparent market updates to navigate an investment landscape defined by geopolitical uncertainty, elevated valuations, and choppy markets. While size can enable a provider to leverage higher communication budgets to great effect, selectors want targeted communication that is easy to understand and in more engaging formats.

Additional findings from this year’s study include:

• Traditional active equity managers continue to face an uphill struggle as ETF providers expand their market share. However, there are notable successes among independent managers with selectors valuing certain groups for their smaller size, longevity, low staff turnover and niche product sets.
• It was a banner year for fixed income, and this was reflected in flows and brand perception. This is one area of traditional active management where bond providers were able to shine. Active flexible strategies and short-term fixed income exposure were popular with fund selectors.
• One of the year’s most significant thematic trends in equity markets has been European defence. Two providers that have made significant gains in the top FB50 brand ranking – WisdomTree and VanEck – have made a notable impression here and in other popular thematic ETF strategies. Selectors want to see further product innovation in areas such as cryptocurrency and AI.

A webinar is scheduled for Tuesday, 14 April 2026 at 2:00pm BST | 9:00am EST | 9:00pm CST to reveal the top asset management brands in each region. Registration is available to all https://event.on24.com/wcc/r/5270343/9C55A720DB344CF0E2D572C76AB46728

About the report

Broadridge Fund Brand 50 is an annual study derived from Broadridge’s Global Fund Buyer Focus Intelligence, which equips asset managers with critical analytics on their fund selector preferences, brand tracking, and quality scores. The analytics are driven by intensive interviews with more than 1,300 of the most significant fund selectors in Europe, APAC, and the US. Fund selectors name their top-three suppliers across 10 brand attributes.

• Appealing investment strategy
• Expert in what they do
• Client-oriented thinking
• Keeping best-informed
• Solidity
• Innovation/adaptation to market
• Key international player
• Stability of investment management team
• Local knowledge
• Social responsibility/sustainability

These answers, as well as commentary from other preference questions, are collated using statistical analysis and transformed into a ‘Total Brand Score’, on which groups are ranked. 

Asset managers, consultants and other industry stakeholders interested in receiving more detail about Fund Buyer Focus Intelligence can visit this website page. To inquire about Broadridge’s Fund Brand 50 report, please visit the Fund Brand 50 information page.

Broadridge helps asset managers streamline investment operations, comply with changing regulations, and drive revenue and profitability with advanced data, analytics, and global market intelligence. Broadridge’s fund solutions business serves nearly 500 asset managers, and tracks $110 trillion of assets under management, providing fund clients with an unparalleled global view into investor and asset trends.

APAC Fund Brand 50

2026 Broadridge Fund Brand 50 Report Reveals Best-Performing Fund Brands in APAC and Globally

BlackRock and JPMorgan AM are the top-two brands, while PIMCO moved into third place

SINGAPORE – 31st March – The latest edition of Broadridge’s Fund Brand 50 (FB50), an annual research study by global Fintech leader Broadridge Financial Solutions, Inc. (NYSE:BR), was released today, highlighting the world’s best-performing asset management brands as chosen by third-party fund selectors. The study reveals a highly competitive environment with some movement at the top of the leaderboard as investors navigate a complex investment environment characterised by diverging central bank actions and shifting trade policies. While solidity and a broad product range remain key when working with fund selectors in the region, being perceived as a trusted expert is also critical in maintaining favourable relationships and achieving long-term success.

"Amid continuing market volatility in the Asia-Pacific region in 2025, top firms continued to demonstrate resilience and maintain market leadership," noted Evonne Gan, Broadridge’s Principle of APAC Insights. "The biggest firms with the most wide-ranging resources continue to lead the pack. For a fifth straight year since Broadridge started its FB50 analysis of APAC, BlackRock was the top brand, followed by JPMorgan Asset Management, while trends such as growing demand for alternatives and stronger brand recognition saw larger jumps in the second half of the top 10. BlackRock is the number one brand name in Hong Kong, Japan, Singapore, and South Korea, while JPMorgan Asset Management ranked in the top three in all seven markets under Broadridge's coverage."

The independent study is powered by insights from Broadridge’s Global Fund Buyer Focus Intelligence— a comprehensive, continuously updated intelligence and analytics dataset capturing fund selector preferences, behaviours, and market trends across global markets. FB50 measures and ranks asset managers’ relative brand attractiveness based on fund selector perceptions: considering 10 brand attributes to reveal the top fund brands in Europe, APAC and the US. This is the latest study from Broadridge’s Data and Analytics business and highlights the depth and breadth of the firm’s global market insights.

Top-10 APAC Asset Management Brands

Key insights

• Little change at the top of brand rankings: The leading brands have generally retained the trust and confidence of fund selectors and investors in the seven markets evaluated. To reach the upper echelons of Broadridge’s FB50 survey, fund firms are typically ranked highly – in the top 10 – in the majority of the seven markets. 
• Blackstone continues to head higher in the rankings (+3 in 2025): Blackstone (7) leverages on growing regional demand for alternatives as investors seek returns that are uncorrelated to traditional asset classes. To meet this demand, fund selectors are constantly on the lookout for alternative investment opportunities, and Blackstone is top of mind for many of them. 
• Goldman Sachs breaks into the top 10: For fund firms like Goldman Sachs (9), the brand attributes interlace to create something that is greater than the sum of the parts. It points to a global manager that is not just surviving APAC’s dynamic markets, but thriving amid volatility, cultural nuances, and rapid innovation. No single brand attribute stands alone - they reinforce each other, creating a powerful whole that delivers superior outcomes for its clients.

Valued attributes

APAC and US selectors were of the same mind, ranking ‘Solidity’ as the top brand attribute in 2025, reflecting a preference for large, experienced global managers with a proven track record and robustness to survive market volatility. APAC selectors value brand size as it reflects a long history, strong market acceptance and broadly recognised performance, which helps reduce selection risk.

Selectors value good access to a well-designed range of high-quality products across a broad spectrum of asset classes. However, this must be accompanied by well-researched, thorough updates on portfolio companies, which helps build a clear understanding of their strategy and positioning. This is especially relevant in the current market as selectors embrace more complex products, including alternatives.

Additional findings from this year’s study:

• Fee compression weighs on active funds: Actively managed equity mutual funds in APAC have seen net outflows amid fee compression and underperformance against benchmarks, as investors shift to lower-cost passive ETFs in markets such as China, Japan, and Taiwan. This shift has spooked active managers and forced them to rethink their own business strategies for APAC to align with current trends. 
• ETF providers in the spotlight: Global ETF giants like BlackRock, JPMorgan AM and Vanguard are benefiting from the ETF boom in APAC. Leading domestic ETF providers in Australia and China are also climbing up the rankings due to their ETF expertise. Foreign investors are turning to ETFs for exposure to China’s stock markets and brand recognition is a key that unlocks inflows to Chinese fund firms.
• The ETF boom seems to be underpinned by a shift from household savings and bank deposits to financial instruments that can potentially deliver higher returns. Thanks to digital platforms and smartphone apps, new investment opportunities are becoming increasingly accessible to retail investors. ETFs, in turn, democratise access to low-cost, diversified portfolios as well as investment tools that were not traditionally available to retail investors.
• There is a growing appetite for thematic and AI funds, particularly among younger investors in APAC, who are increasingly accessing these themes through passive ETFs. Notably, in 2025 most inflows into thematic strategies were concentrated in passive ETFs.

A webinar is scheduled for Tuesday, 14 April 2026 at 2:00pm BST | 9:00am EST | 9:00pm CST to reveal the top asset management brands in each region. Registration is available to all https://event.on24.com/wcc/r/5270343/9C55A720DB344CF0E2D572C76AB46728

About the report

Broadridge Fund Brand 50 is an annual study derived from Broadridge’s Global Fund Buyer Focus Intelligence, which equips asset managers with critical analytics on their fund selector preferences, brand tracking, and quality scores. The analytics are driven by intensive interviews with more than 1,300 of the most significant fund selectors in Europe, APAC, and the US. Fund selectors name their top-three suppliers across the following 10 brand attributes.

• Solidity
• Appealing investment strategy
• Client-oriented thinking
• Keeping best-informed
• Key international player
• Expert in what they do
• Innovation/adaptation to market
• Stability of investment management team
• Local knowledge
• Social responsibility/sustainability

These answers, as well as commentary from other preference questions, are collated using statistical analysis and transformed into a ‘Total Brand Score’, on which groups are ranked.

Asset managers, consultants, and other industry stakeholders interested in receiving more detail about Fund Buyer Focus Intelligence can visit this website page. To inquire about Broadridge’s Fund Brand 50 report, please visit the Fund Brand 50 information page.

Broadridge helps asset managers streamline investment operations, comply with changing regulations, and drive revenue and profitability with advanced data, analytics, and global market intelligence. Broadridge’s fund solutions business serves nearly 500 asset managers, and tracks $110 trillion of assets under management, providing fund clients with an unparalleled global view into investor and asset trends.