The best performing US fund brands have swapped places in the last year, according to a new ranking of asset managers’ relative brand attractiveness based on fund selector perceptions.
The Broadridge Fund Brand 50 report reveals that BlackRock is in pole position in 2025, replacing Vanguard, while Capital Group, JPMorgan Asset Management, and Fidelity hold steady to complete the top five.
BlackRock’s rise is attributed to meeting fund selectors’ demand for a strong and trusted brand but also providing new investment vehicles. It also topped the rankings in six categories including: ‘Appealing investment strategy’, ‘Experts in what they do’, and ‘Knowledge of the market where they operate’.
“The top three brands have maintained their position as the leaders for five years running, but this year, we’ve had a shake-up at the very top. BlackRock edged out Vanguard, driven by shifts in the preferences of fund selectors,” said Jeff Tjornehoj, senior director, Fund Insights, Broadridge. “A strong brand is a valuable asset in fund management that contributes to the success and longevity of the business. By investing in and nurturing their brands, companies create a competitive advantage that sets them apart in a crowded and highly competitive marketplace.”
T. Rowe Price entered the top 10 (from 11 last year) while Dimensional Fund Advisors and Franklin Templeton held onto their respective 9th and 8th spots. Pimco slipped one place to 7th displaced in 6th place by First Trust which continued the strength that first put it in the top 10 last year.
Among the new product types that fund selectors were looking for, in response to investor demand, were model portfolios, interval funds, separately managed accounts, and, especially, actively managed ETFs.
Broadridge’s report also included the top fund brands in Europe and Asia Pacific. BlackRock, JPMorgan Asset Management, and Fidelity came top in both regions.
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