---
title: US Institutional Investor Brandscape
description: Uncover the latest brandscape report for U.S. institutional investors. Gain strategic insights into brand influence, investor behavior, and market dynamics.
---

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# US Institutional Investor Brandscape

 Identifying key trends in investment strategy and asset manager selection, use and loyalty

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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: The extent and ways in which institutional investors are using artificial intelligence and institutional investment databases

## Value

**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

## Methodology

- Representative sample of 650 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
- Use of artificial intelligence in managing institutional assets

**Economic Outlook**

- Impact of various economic influencers on health of institutional investment 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
- 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
- Number of incumbent managers likely to award more business to or reduce business to
- Importance of ESG and Diversity, Equity and Inclusion (DE&I)
- Influence of consultant recommendations on asset manager selection
-  Use of investment databases in search for a new asset manager

**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, fixed income and alternatives providers
- Aided consideration of asset managers by asset class
- Perceptions of leading broad asset managers across 15 brand attributes
- Print, online and social media consumption
- Brand engagement across 11 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 and content from asset managers of most interest
- Sources of information when considering asset class shifts for the institutional portfolio
- Specific industry events (in-person or virtual) considered best-in-class
- Recall of valuable thought leadership

**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 2025  
Publication: March 2026  
Virtual or in-person strategy session: Scheduling beginning April 2026  
**

**Deliverables:**

- 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

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