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. In addition to receiving the detailed Investor Brand Builder report, you can 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.


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


  • 6,000+ 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

  • Asset management approach (self-directed, collaboratively, exclusively)
  • Profiles 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 Product Providers

  • Unaided consideration and overall awareness
  • Brand impression and imagery association
  • Overall consideration
  • Drivers of brand consideration

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

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

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 conditions, financial situation, expectations, stressors and sentiments
  • Risk tolerance and active/passive allocation
  • Robo-advisor penetration, likely use, user profile, percentage of assets, and robo-advisor features
  • Financial priorities
  • Attitudinal battery including trust in the financial community
  • Investor touchpoints, including most effective communication method, reach, and lift by type of touch

Hot Topics for 2023

  • Expected economic condition for remainder of 2023
  • Most likely to do differently with investments in 2023 by expected economic conditions
  • Brand positioning perceptual maps on consideration drivers
  • Exclusive, primary and secondary users for distributors, MFs and ETFs
  • Predisposition toward distributors

Subscription Details

Publication Date: October 2023

  • Printed summary report with key insights on affluent investor market
  • Custom strategy session and custom presentation

Investment: $35,000