Advisor Brandscape

To win and keep advisors’ business, asset managers need to know how their brand is perceived in the market and must track product usage trends that could impact the bottom line. This information is paramount when making strategic decisions regarding future product development, branding, communication strategies,
advisor engagement efforts and more.


As the most trusted resource for advisor intelligence, Advisor Brandscape has tracked the attitudes and behaviors of advisors since 2009. This annual report provides a holistic view of the advisor landscape including practice models, product usage, brand perceptions and user experience, and is the leading industry
benchmark for the nation’s top mutual fund and ETF providers.


The report will enable subscribers to:

Boost Profitability
Identify growth and loss segments in the advisor marketplace to boost profitability and grow
market share

Track Competitors
Benchmark performance against your competitors to improve differentiated positioning

Optimize Distribution Strategies
Explore the effectiveness of wholesaler teams to develop optimized distribution strategies



  • 1,300 advisors representing all advisor channels (RIAs, national wirehouse brokers,
    regional brokers, independent planners and bank representatives) and AUM
  • Web-based survey
  • Stratified sample to allow for subgroup analysis by AUM, distribution channel, product usage, advisor role (client management vs. investment management focus), advisor use of model portfolios 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 2018


  • 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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