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Advisor Brandscape

Measuring the impact of brand and loyalty on revenue in the advisor marketplace

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The report will enable subscribers to:

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

Benchmark performance against your competitors to improve differentiated positioning

Explore the effectiveness of wholesaler teams to develop optimized distribution strategies



  • 1,500 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


Subscription Details

Survey fielded: January–March 2019
Publication: June 2019
On-site strategy session: Starting July 2019


  • 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: $45,000


Areas of Inquiry

Brand Equity for Leading Product Providers

  • Unaided consideration
  • Unaided awareness
  • Overall awareness
  • Brand impression and imagery association
  • Overall consideration
  • Brand engagement: Recall and impact of marketing and sales touches

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
  • Model portfolio use

Financial Advisor Profile

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