Advisor Brandscape

The Advisor Brandscape® study is the leading industry benchmark for brand preference and product usage within the advisor marketplace and tracks the attitudes and behaviors of advisors since 2009. The report explores trends in awareness, perception and usage of, as well as share of assets and loyalty to the top mutual fund managers and ETF providers. The report will enable providers to improve competitive positioning, optimize distribution strategy and identify opportunities to grow profitable market share.


Please note: This year, we're removing coverage of variable annuity (VA) prodviders from Advisor Brandscape and publishing a new Variable Annuity Brandscape report in November. Click here to learn more about this exciting new offering.


Wealth management industry leaders have
trusted Cogent’s advisor research for almost
20 years.

Our data are proven to be reliable year over
year, and we have the knowledge to help you
make confident business decisions.

This report gives you the tools you need to:

  • Boost profitability by identifying advisor
    growth/loss segments
  • Improve competitive positioning
  • Optimize distribution strategy
  • Identify opportunities to increase market


Reliable data are the backbone of any good
research. We can promise you we have the
best data in the market. Why?

We have:

  • A dedicated sampling scientist that carefully
    curates the industry’s leading database
  • 19 years of experience with advisors—we
    know them and they know us
  • Industry experts who fully understand the
    results and implications of our research

The specifics behind our methodology for
Advisor Brandscape:

  • Web-based survey
  • Representative cross section of over 1,300
    registered financial advisors across the RIA,
    National wirehouse, Regional, Independent
    and Bank channels
  • Stratified sample to allow for subgroup
    analysis by AUM, distribution channel,
    product usage and other key variables


Percentage of AUM in DC plans
• Percentage of compensation from DC plans
• Number and size of plans managed
Services provided to DC plan sponsors and participants
• Impact of fee disclosure regulations
• Number of plan providers typically recommended
• Number and type of investment options typically recommended
• QDIA option used most often
• Target date fund recommendation

Areas of Inquiry

Brand Equity for Leading Product Providers

  • Unaided consideration
  • Unaided awareness
  • Overall awareness
  • Advertising recall
  • Brand impression and imagery association
  • Overall consideration

Brand Usage, Satisfaction and Loyalty

  • Penetration
  • Share of assets
  • Loyalty
  • Satisfaction with a battery of product and service attributes
  • Intent to increase/decrease investments

Book of Business Overview

  • Current and future AUM allocation by
    asset class
  • Percentage of assets managed actively vs. passively
  • Product usage and allocation
  • Breakdown of transaction-based vs.
    asset-based compensation
  • Client profile

Financial Advisor Profile

  • AUM
  • Channel affiliation
  • Individual vs. team-based approach
  • Tenure in the industry

Subscription Details

Publication Date: June 2017


  • Printed report with product and brand analysis, commentary and strategic implications
  • On-site strategy session and presentation designed to deliver actionable results and facilitate strategic planning
  • Custom data cuts and survey work by senior analysts available

Investment: $35,000

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