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, investment attitudes and goals
• Economic factors causing stress (e.g., debt, lack of savings/retirement, income loss/fluctuation)
• Risk tolerance, active/passive allocation
• Robo-advisor penetration, likely use, user profile and percentage of assets
• Sentiments on current investment environment
• Financial priorities
• Attitudinal battery including trust in the financial community
• Investor touchpoints, most effective communication method, reach and lift by type of touch

Use of Advice

• Asset management approach (self-directed, collaboratively, exclusively)
• Profile for advised, “adviced,” self-directed and robo-advised investors
• Allocation of assets by advice source
• Attitudes by management approach
• Confidence in and loyalty toward primary financial advisor

Brand Equity for Leading Distributors and Mutual Fund (MF) 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

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

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

New Topics for 2026

• Financial advisor selection factors
• Behavioral science-backed investment motivational segments
• Investor behavior under stress: Actions investors typically take when markets become volatile
• Value of advice: What is the relative importance of key services provided by advisors (e.g., planning, investment selection, tax strategies)
• Replaceability & loyalty risk: How easy it would be for investors to replace their primary financial advisor; likelihood of switching in the next 12 months; what would cause them to switch
• Inheritance & wealth transfer: Incidence of discussing wealth transfer with children/grandchildren; whether heirs are aware of the advisor firms where assets are held
• Artificial intelligence (AI) insights:
   
  • From ’25: AI’s role in advisor relationships, portfolio management, recommendations, investment outcomes, and tax planning
  • New in ’26: Trust in human vs. AI advice; responsibility for AI-driven mistakes; willingness to pay for AI-enhanced advice; primary influence on investment decisions