BlackRock Regains Top Spot in the U.S. in Broadridge's Fund Brand 50 2025 Report

U.S. fund selectors value 'Solidity' and 'Client-oriented thinking' above all other attributes when it comes to partnering with asset managers

NEW YORK, March 25, 2025 /PRNewswire/ -- The latest edition of Broadridge's Fund Brand 50 (FB50), an annual research study by global Fintech leader Broadridge Financial Solutions, Inc. (NYSE:BR) was released today, highlighting the world's best-performing third-party asset management brands. The report reveals that a strong, respected, and trustworthy brand was the prime differentiator in a crowded marketplace for asset management firms, as fund selectors looked for well-known offerings and guaranteed returns from major global brands.

"The top three brands have maintained their position as the leaders for five years running, but this year, we've had a shake-up at the very top. BlackRock edged out Vanguard, driven by shifts in the preferences of fund selectors," said Jeff Tjornehoj, Senior Director, Fund Insights, Broadridge. "A strong brand is a valuable asset in fund management that contributes to the success and longevity of the business. By investing in and nurturing their brands, companies create a competitive advantage that sets them apart in a crowded and highly competitive marketplace."

The independent study measures and ranks asset managers' relative brand attractiveness based on fund selector perceptions: taking into account 10 brand attributes to reveal the top U.S. and global brands. This is the latest study from Broadridge's Data and Analytics business and highlights the depth and breadth of the firm's global market insights.

Top-10 U.S. Asset Management Brands

Key insights

• The top two switched places this year, as BlackRock usurped Vanguard's position at the apex of the leaderboard. Two of the key global trends observed in 2024 were risk aversity and appetite for new investment vehicles. BlackRock was well-positioned to offer fund selectors both the security of an established and trusted global brand, and a wide offering of different products — both of which were cited by US fund selectors as key reasons for preferring BlackRock.
• The global giant also came out on top in six categories including 'Appealing investment strategy', 'Experts in what they do', and 'Knowledge of the market where they operate'.
• First Trust made an impressive run up the U.S. rankings in FB50 2025. The firm, which ranked 14^th two years ago, before rising to 10^th place last year, recorded an impressive sixth-place finish this year. First Trust's main highlight was a third-place finish in the 'Innovation/adaptation to market change' category; leapfrogging industry heavyweights Vanguard and Capital Group. Fund Selectors valued First Trust's forward-thinking product selection, which several selectors highlighted as being geared towards solving specific or niche issues.

Valued attributes

• The top-three brand attributes valued by U.S. fund selectors — 'Solidity', 'Client-oriented thinking', and 'Appealing investment strategy' — took the top-three places in the rankings once again this year. U.S. selectors favor large, global brands — with a wide and varied product offering, and the security of a well-established name.
• 'Client-oriented thinking' was a key differentiator this year. FB50 2025 highlights that fund selectors are considering the best partners to help them navigate the largest generational wealth transfer in history, and prefer firms that share this vision and are working to adapt their offering for the preferences of new market entrants.
• 'Stability of investment management team' dropped a couple of places in the rankings, likely due to the rising popularity of passive investments. Fund selectors who increasingly adopt passive strategies place less importance on the teams managing the funds they buy.
• 'Experts in what they do' and 'Knowledge of the market where they operate' both rose in the rankings when compared to last year, showing that there is still an important role for managers to place in attracting selectors – in an increasingly complex landscape, specialized expertise and local knowledge are becoming more highly valued.

Additional findings from this year's study include:

• Fund selector preferences reflected increasing consumer demand for new product types — in particular, model portfolios, interval funds, separately managed accounts, and, especially, actively managed ETFs. A number of firms that specialize in these products saw a rise in the rankings, albeit this trend was not nearly as pronounced in the U.S. as in APAC.
• Last year's FB50 study reported that steady performance and lower volatility resulted in fund selectors being more willing to try new engagements. This continued in FB50 2025, albeit with a change at the top of the leaderboard, the further rise of a recent entrant in the top ten, and some shuffling of the pack lower down the rankings.
• One firm that stood out in the category of 'Client-oriented thinking' — ranked second by fund selectors in order of importance — is Charles Schwab, which outperformed its 17^th overall place in the FB50 rankings to secure an impressive seventh spot for this attribute. Clients cited its competitive product costs and the simplicity and convenience of working with an all-in-one custodian and asset manager.

A webinar is scheduled for April 1^st at 2:00pm BST | 9:00am EST | 9:00pm CST to reveal the top asset management brands in each region. Registration is available to all at https://event.on24.com/wcc/r/4856337/C31EF5B7BB12C227237FC751069B4526 and is now open.

About the research



The Broadridge 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 in Europe, APAC, and the US with more than 1,200 of the most significant fund selectors and gatekeepers – the key decision makers who choose which funds and groups are added to a distributor's buy list. Interviewees name their top-three suppliers across the following 10 brand attributes.

- Solidity

- Client-oriented thinking

- Appealing investment strategy

- Experts in what they do

- Knowledge  of the market where they operate

- Thinks and acts globally

- Stability of investment management team

- Keeping best informed

- Innovation/adaptation to market change

- Social responsibility/sustainability

These answers, as well as commentary from other preference questions, are collated using statistical analysis and transformed into a 'Total Brand Score', on which groups are ranked.

Asset managers, consultants, and other industry stakeholders interested in receiving the in-depth Broadridge Fund Brand 50 analysis can make their request via the Fund Brand 50 information page.

About Broadridge

Broadridge Financial Solutions (NYSE:BR) is a global technology leader with the trusted expertise and transformative technology to help clients and the financial services industry operate, innovate, and grow. We power investing, governance, and communications for our clients – driving operational resiliency, elevating business performance, and transforming investor experiences.

Our technology and operations platforms process and generate over 7 billion communications per year and underpin the daily trading of more than $10 trillion of securities globally. A certified Great Place to Work®, Broadridge is part of the S&P 500® Index, employing over 14,000 associates in 21 countries.

For more information about us, please visit www.broadridge.com

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SOURCE Broadridge Financial Solutions, Inc.