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Institutional investors are a coveted audience, controlling billions of dollars in assets and pushing the envelope in investment management strategy. While they often turn to consultants when making decisions about selecting a firm to fulfill a particular mandate, institutional investors remain the ultimate decision-makers.
Understanding and leveraging the end-client perspective gives asset management firms a distinct advantage when new mandates are contemplated.


US Institutional Investor Brandscape® examines the behaviors and attitudes of senior investment professionals across defined benefit (DB) pension plans, and private and public foundations and endowments. The report covers overall trends in asset allocation and investment strategies, the variables that lead to selection, and the current state of brand equity, differentiation and loyalty in this critical market.


The report will enable subscribers to:

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

Track Competitors
Benchmark performance against your key competitors to improve positioning

Maximize Retention
Understand the elements that strengthen client satisfaction and promote loyalty



  • Representative sample of 400 institutional investors with at least $100M in institutional assets
    • Corporate defined benefit pensions
    • Public defined benefit pensions
    • Taft-Hartley pensions
    • Endowments
    • Private foundations
    • Public foundations
    • Tax-exempt organizations
  • Web-based survey


Subscription Details

Publication Date: February 2019


  • Detailed report including a summary of findings 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

Investment: $35,000

Areas of Inquiry

Future Asset Allocation

  • Expected changes in asset allocation and specific drivers of these changes (desired outcomes) by asset class and product type

Current/future Investment Strategy Trends

  • Current/future use of liability-driven investing (LDI); multi-asset strategies; outsourced CIO (OCIO) multi-asset strategies; Environmental, Social and Governance (ESG) investing; and pension risk transfer (PRT) options
  • Unaided and aided awareness and consideration of LDI, OCIO and
    PRT providers

Asset Manager Selection Process

  • Number of asset managers currently used and number likely to add or increase over next 12 months
  • Importance of specific criteria (17 metrics) in selecting a new manager, specifically in selecting the most recent asset manager hired

Brand Equity and Brand Differentiation

  • Awareness and overall impression of 55 institutional asset managers
  • Unaided and aided consideration of leading asset managers
  • Unaided consideration of asset managers as active, passive, equity or fixed income providers
  • Aided consideration of asset managers by asset class
  • Perceptions of leading broad asset managers across 13 brand imagery attributes Brand engagement across 13 outreach channels
  • Most effective communication method and optimal communication frequency
  • Conference attendance, print and online publications used

Evaluation of Asset Managers

  • Asset manager penetration
  • Loyalty to and satisfaction with asset managers across 15 metrics
  • Asset managers likely to drop in next 12 months
  • Reasons for dropping asset managers

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