Cogent Syndicated

Investor Brand Builder provides a holistic overview of important trends affecting the affluent investor market and a customized evaluation of your brand health to enhance investor segmentation, improve marketing and communication, identify opportunities to grow market share and boost profitability. You choose the way you want the data cut to align with your firm’s view of the affluent investor population, giving you customized insights that can directly inform your
brand and marketing strategies.

NEW THIS YEAR: A section featuring lessons from Behavioral Science, including implications for how to engage investors with a promotion oriented mindset (e.g., achieving positive financial outcomes) versus those with a focus on prevention (e.g., preventing negative financial events).

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 the strengths and weaknesses of your brand to adjust strategies, increase investor loyalty, retain assets and attract new clients

Identify New Targets
Identify investors who are ready-to-act and develop effective campaigns to get your firm in these investors’ consideration set and increase market share

Track Competitors
Benchmark performance against your competitors to improve brand positioning


  • 4,000+ US adults with investable assets of at least $100,000
  • Web-based survey
  • Stratified sample to allow for subgroup analysis by assets, age, generation, gender, distribution channel, advisor use and other key variables

Areas of Inquiry

Use of Advice Among Affluent Investors

  • Financial advisor relationships vs. online distributor relationships
  • Robo-advisor use and satisfaction
  • Loyalty with financial advisors

Brand Equity for Leading Distributors and Product Providers

  • Unaided consideration and overall awareness
  • Brand impression and imagery association
  • Overall consideration

Distributor, Mutual Fund and ETF Provider Brand Use, Satisfaction and Loyalty

  • Penetration
  • Share of assets
  • Loyalty
  • Satisfaction with a battery of client experience attributes
  • Drivers of client loyalty
  • Intent to increase/decrease investments

Affluent Investor Profile

  • Account and product use
  • “Ready-to-act” investors likely to invest in next three months
  • Risk tolerance and active/passive allocation
  • Attitudinal battery including trust in the financial community
  • Digital wealth management and banking relationships
  • Investor touchpoints

Digital Engagement and Investment Accounts

  • Use of digital tools
  • Satisfaction with digital tools
  • Barriers to using digital tools and factors that encourage their use

Deep Dive on Investor Sentiment

  • Assessment of current and anticipated US economic conditions
  • Evaluation of personal financial situation
  • Top investment related concerns and primary post-pandemic financial stressors
  • Emotional reaction to current investment environment

Lessons from Behavioral Science

  • Implications for engaging investors with a promotion-oriented mindset (e.g., achieving positive financial outcomes) vs. those with a focus on prevention (e.g., preventing negative financial events)

Subscription Details

Publication Date: October 2021

  • Printed summary report with key insights on affluent investor market
  • Custom strategy session and custom presentation with up to two investor segments that provide a deep understanding of the market opportunities most relevant to your business strategy

Investment: $35,000

Investor Brand Builder Fact Sheet