Cogent Syndicated

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 use, brand perceptions and user experience, and is the leading industry benchmark for the nation’s top mutual fund and ETF providers.

NEW THIS YEAR: Asset manager leaders in multi-asset investing; Leaders in active ETFs; Expanded competitive set for ETF providers; Advisor level of engagement with clients’ spouses/adult children; Advisor use of generative AI within their business

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


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


  • 1,500 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 use, advisor role (client management vs. investment management focus), advisor use of model portfolios and other key variables

Areas of Inquiry

Brand Equity for Leading Asset Managers and Mutual Fund/ETF 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 Use, 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 use 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
  • Current outlook and leading concerns
  • Communication preferences

Subscription Details

Publication Date: June 2024

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

Investment: $50,000

2024 Advisor Brandscape_Factsheet