How well is your brand connecting with European fund buyers?

Increased competition, regulation and more discerning fund buyers have raised the bar for the asset management industry – a strong, relevant brand is vital for asset-gathering success. In a record-breaking year of new business for the industry, the latest FB50 rankings reveal the brand winners, losers and rising stars.

FB50: not just a ranking, it’s the industry standard

Now in its 7th year, FB50 is the most comprehensive annual study of the top 50 cross-border asset management brands – and emerging boutique stars. Calculated from the independent feedback of 70% of Europe’s 3rd party fund selectors the FB50 analysis represents the true voice of the market. These selectors control over €3trn of accessible assets, so they are worth listening to.

Increasingly used as KPIs of choice, FB50 rankings help fund groups looking to consolidate or grow their pan-European footprint. The report is also a key resource for fund selectors’ research, distributed to over 1,000 selectors interviewed each year.

New for 2018 – digital companion

For rapid access to the numbers and analysis that matters most to your business, FB50 now offers an interactive digital interface. The interface will allow you to interrogate the data and download content in a PDF format, enabling you to compare fund group profiles at a glance and to analyse the success factors behind the top 50 brands by using filters for:

  • Brand attributes
  • Local market strength
  • Assets under management and net sales
  • Changes in Total Brand Score

Added value reporting and insight

Following the popularity of last year’s programme, we’re again offering an additional consultancy package to help subscribers take steps to improve their brand’s standings.

New for 2018

digital companion to access, filter & compare results


of Europe's 3rd
party buyers influencing


accessible 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 options

  • Single printed edition: £1,950 (€2,350) + VAT where applicable. Available 12th April 2018
  • Electronic, interactive edition (including two hard copies)*:
    £3,250 (€3,900) + VAT where applicable
* Published 26th March 2018, two weeks in advance of the hard copy it includes a downloadable PDF version of the report, access to the interactive platform 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

An analysis of your brand’s performance against your (chosen 10) peers. 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:

  • Electronic, interactive edition (including two hard copies)
  • Comparative 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 as required.


£8,750 (€10,500) + VAT where applicable

(discounted to £5,500 (€6,600) + VAT where 2018 report has previously been purchased)