Do fund selectors love your brand enough?

Brand is now ranked the most important driver for those making fund and manager selection decisions. The need to understand and identify how best to develop your business brand has never been more vital to asset gathering success. And that starts with where your brand stands today.

FB50: The industry standard

The 2016 success stories, the fallen angels and companies on the rebound are all revealed in the latest FB50 rankings.

Now in its 6th year, FB50 is the most comprehensive annual study of the top 50 asset management brands – and rising boutique stars – in European 3rd party fund selectors’ eyes. It gives you direct and independent feedback from 70% of Europe’s 3rd party buyers with assets under management of €2.8trn.

The report is a key resource for fund selector research, distributed to over 1,000 selectors interviewed each year. It is also used by many fund groups to set target KPIs for their group’s brand development.

For 2017, we’re offering subscribers the chance to take action to improve their brand’s standings with additional in-depth reporting and consultancy.


of Europe's 3rd
party buyers


assets under management


selectors interviewed each year

Order now if you need to know:

What's inside

Our report will help

Report packages

a) FB50 Report only

  • One hard copy: £1,950 (€2,340)
  • Electronic copy bundle (PDF plus two hard copies)*:
    £2,600 (€3,120)
* Includes a PDF version of the report and a global licence to redistribute to colleagues working within your company or corporate entity.

b) Brand insights consultancy bundle

Make your brand work harder

Discuss and explore your brand’s performance in depth – by market, by channel and by attribute. Understand what is behind the scores and take action to improve your ranking.

A 2-stage programme led by Christian Barnes, MackayWilliams’ Brand Strategy Consultant:

Stage 1:

How you are scored and what this says about you; patterns, trends and anomalies

A deep dive analysis into your brand’s performance. Review of all brand attributes across 10 European markets with historical checks and use of selector feedback as available. The analysis will consider the brand attributes that make up FB50 performance rankings plus selector perceptions in ‘harder’ metrics including New Provider Choice, Pricing & Cost and Product Quality. It will bring data into play that is otherwise inaccessible to FB50 subscribers.

Stage 2:

Presentation and discussion

Approximately one hour working session with your team, running through the analysis and discussing areas of both trend and anomaly, considering reasons behind good and poor scores and respondent comments.

Christian Barnes
Brand Strategy Consultant

With 30 years’ brand and marketing experience in the Financial Services industry, Christian brings strong insight and strategic analysis to MackayWilliams’ fund selector research. After earlier career brand assignments with the likes of Perrier and Procter & Gamble, he has worked with banks, asset managers, life offices, intermediaries, lawyers and accountants of all shapes, sizes and standing, in the UK and internationally. In an increasingly uncertain future, Christian has clear views as to how providers can establish and leverage their brand credentials to grow their businesses.

What’s included:

  • FB50 Report in hard copy and PDF
  • Deep dive analysis in powerpoint format (Stage 1)
  • Presentation of Stage 1 analysis including group discussion of approximately one hour
  • Additional powerpoint slide(s) summarising conclusions of the (Stage 2) working session.


£7,500 + VAT where applicable

(discounted to £4,900+ VAT where 2017 report has previously been purchased)