Cogent Syndicated

US Institutional Investor Brandscape examines the behaviors and attitudes of senior investment professionals who oversee DB pensions and DC plans, endowments, foundations, tax-exempt organizations and insurance company general accounts. It covers overall trends in asset allocation and investment strategies, the variables that lead to selection, the current state of brand equity, differentiation and loyalty in this critical market.

NEW THIS YEAR: Most valuable asset manager website features and most interesting content/topics from asset managers


The report will enable subscribers to:

Optimize Marketing
Focus marketing outreach on the messages that resonate most with your target audience

Track Competitors
Benchmark performance against your key competitors to improve positioning

Maximize Retention
Understand the elements that strengthen client satisfaction and promote loyalty


  • Representative sample of 700 institutional investors with at least $100 million in institutional assets
  • Web-based survey

Areas of Inquiry

Future Asset Allocation

  • Expected changes in asset allocation
  • Drivers of asset allocation changes and desired outcomes by asset class
  • Projected use of specific types of alternative investments

Economic Outlook

  • Confidence in global economic stability and outlook for US economy

Current/Future Investment Strategy Trends

  • Current/future use of liability-driven investing (LDI), alternatives, outsourced CIO, ESG investing, and pension risk transfer (PRT) options
  • Reasons for/barriers against ESG investing
  • Aided awareness and consideration of and familiarity with LDI, OCIO and PRT providers

Asset Manager Selection Process

  • Number of asset managers currently used and number likely to add during the next 12 months
  • Importance of ESG and Diversity, Equity and Inclusion (DE&I)
  • Influence of consultant recommendations on asset manager selection

Brand Equity and Brand Differentiation

  • Awareness and impression of and familiarity with 50 institutional asset managers
  • Unaided and aided consideration of leading asset managers
  • Unaided consideration of asset managers as active, passive, equity or fixed income providers
  • Aided consideration of asset managers by asset class
  • Perceptions of leading broad asset managers across 14 brand attributes
  • Print and online media consumption
  • Brand engagement across 12 outreach channels
  • Most effective communication methods for learning about new asset managers, selecting new asset managers vs. keeping up-to-date with current managers
  • Topics/content from asset managers of most interest
  • Specific industry events (in-person or virtual) considered best-in-class
  • Most valuable website features

Evaluation of Asset Managers

  • Asset manager penetration
  • Loyalty to and satisfaction with asset managers across 15 metrics
  • Asset managers likely to drop in next 12 months and reasons for dropping

Subscription Details

Survey fielded: October–December 2023
Publication: March 2024
Virtual or in-person strategy session: Scheduling beginning April 2024


  • Detailed report including a summary of findings and strategic implications
  • Custom strategy session/presentation designed to deliver actionable results and facilitate strategic planning
  • Custom data cuts and survey work by senior analysts

Investment: $50,000

USIIB_2023 Factsheet