Broadridge’s Fund Brand 50 Reveals the Best European Asset Management Brands 2019

18 March 2019
By Diana Mackay

LONDON, March 13, 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 and names the latest movers and shakers. 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 that size does not matter when it comes to building brand credibility. Those 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. Asset management giants BlackRock, JP Morgan and Fidelity held on to their leadership positions, while the French 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

Data source: Broadridge

Below the top tier, the fastest rising brands included a mix of international managers including the US managers Morgan Stanley, T Rowe Price and Wellington Management; UK provider, Hermes and the Franco-German Group Oddo.

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 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 but this is a direct route to commoditization. Active managers now need to work 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. Those groups that are in the lead and rising fast have all taken this extra step to connect.”

Additional findings from this year’s study include:

  • Sharp swings in the brand scores achieved by the top ten delivers a new French face to the leading tier – Amundi.
  • The top four cross-border brands hold on to their positions despite the gap narrowing between the giants and the mid-sized groups.
  • SRI is an Achilles heel for many of the largest U.S. players while smaller groups and thematic specialists continued to build brand momentum.
  • New names to the local market rankings include Dr. Jens Erhardt, Baillie Gifford and the U.S. giant Wellington Management.
  • Lesser known U.S. names in Europe: Capital Group, Morgan Stanley and T Rowe Price all improved their brand rankings.
  • Market specialists 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.
About the research

  • The research is conducted by the Berlin based team of Broadridge Financials Solutions, Inc. 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 nearly 900 of Europe’s most significant fund selectors in ten key markets. These selectors account for around €3trn (80% circa) of third-party assets. Fund selectors are asked to name their top three suppliers based on ten brand drivers including: appealing investment strategy, client-orientated 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, Inc. (NYSE:BR), a $4 billion global fintech leader and a part of the S&P 500® Index, is a leading provider of investor communications and technology-driven solutions to banks, broker-dealers, asset managers and corporate issuers globally. Broadridge’s investor communications, securities processing and managed services solutions help clients reduce their capital investments in operations infrastructure, allowing them to increase their focus on core business activities.  With over 50 years of experience, Broadridge’s infrastructure underpins proxy voting services for over 50 percent of public companies and mutual funds globally, and processes on average more than US $5 trillion in fixed income and equity trades per day.  Broadridge employs over 10,000 full-time associates in 18 countries. For more information about Broadridge, please visit


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[1] Total brand score based on ten brand drivers