Cogent Syndicated

US Institutional Investor Brandscape examines the behaviors and attitudes of senior investment professionals who oversee institutional assets. The report covers overall trends in asset allocation and investment strategies, the variables that lead to selection, and the current state of brand equity, differentiation and loyalty in this critical market.

NEW THIS YEAR: We’ve expanded the participating audiences in the survey to include large DC plans, insurance company general accounts, institutional consultants, OCIO providers and OCIO search firms. These, in addition to our traditional audiences of DB pensions, endowments and foundations, will provide a more holistic view of the market that many asset management firms target.

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 growth segments in the institutional marketplace to boost profitability and grow market share

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

Economic Outlook

  • Top economic influencers on institutional portfolio

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, familiarity and consideration of LDI, OCIO and PRT providers

Asset Manager Selection Process

  • Number of asset managers currently used and number likely to add over next 12 months
  • Importance of ESG, Diversity, Equity and Inclusion
  • Consultant recommendation on asset manager selection

Brand Equity and Brand Differentiation

  • Awareness, familiarity and impression of 51 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 evaluating new asset managers vs. keeping up-to-date with current managers
  • Changes in communication with asset managers and consultants
  • Specific industry events (in-person or virtual) considered best-in-class

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 droppings

Subscription Details

Survey fielded: October–December 2020
Publication: March 2022
On-site strategy session: April 2022


  • 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: $45,000

USIIB 2021_Fact Sheet