Investor Brand Builder

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

Affluent Investor Profile

• Product and account use
• Asset allocation by account type
• Likelihood to invest in next three months, with investment attitudes and goals
• Mindset about economic factors causing stress (e.g., debt, lack of savings/retirement, income loss/fluctuation, expenses)
• Risk tolerance and active/passive allocation
• Robo-advisor penetration, likely use, user profile and percentage of assets
• Financial priorities
• Attitudinal battery including trust in the financial community
• Investor touchpoints, including most effective communication method, reach, and lift by type of touch

Use of Advice Among Affluent Investors

• Asset management approach (self-directed, collaboratively, exclusively)
• Profiles for advised, “adviced,” self-directed and robo-advised investors
• Allocation of assets by advice source
• Percentage of assets managed independently converted from managing through a professional and reasons for converting
• Attitudes by management approach
• Confidence in and loyalty toward primary financial advisor

Brand Equity for Leading Distributors and Mutual Fund and ETF Providers

• Unaided consideration and overall awareness
• Brand impression and imagery association
• Overall consideration
• Drivers of brand consideration
• Brand positioning perceptual maps on consideration drivers
• Exclusive, primary and secondary users for distributors and MF and ETF providers
• Predisposition toward distributors

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

• Penetration and share of assets
• Average number of household accounts by generation
• Loyalty and drivers of client loyalty
• Satisfaction with a battery of client experience attributes
• Distributor channel use by key segments
• Intent to increase/decrease investments

Hot Topics for 2024

• Trading styles (e.g., position trading, options trading, swing trading) among past-month traders
• Use of artificial intelligence (AI) tools (e.g., ChatGPT) to inform trading
• Awareness, consideration and use of and familiarity with specific AI tools
• Likability of asset manager firm advertising, reasons liked, and media in which seen/read/heard