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Top Mutual Fund Brands - American, iShares, and Ivy

by Lee Kowarski

Today, we announced that our recent FA Vision survey found that the mutual fund companies with whom advisors associate the most positive brand attributes are American Funds, iShares, and Ivy Funds. The results are based on the industry's largest-ever (to our knowledge) survey of financial intermediaries: 3,129 responses gathered from April 2nd and April 20th.

The firms with the highest Brand Association Score in the FA Vision survey are:

1. American Funds
2. iShares/Barclays
3. Ivy Funds
4. PIMCO/Allianz Funds
5. Vanguard Group
6. Franklin Templeton Investments
7. BlackRock
8. Fidelity/Fidelity Advisors
9. JPMorgan Asset Management
10. Natixis Funds

While many of the traditional intermediary-distributed fund companies are viewed positively by advisors, we are glad to see that the hard work of some newer players is being recognized as well. American Funds has certainly established itself as a leader in several areas, including consistency, dedication to advisors, ease of doing business, and trustworthiness. Other firms were also well received, particularly in certain niches. iShares and Ivy Funds, for example, were viewed as exceptionally innovative, PIMCO as especially sophisticated, and Vanguard as the least expensive.

The FA Vision Brand Association Score is an average of evaluations of a firm's brand by advisors who do business with that firm regarding each of the following attributes:

- Consistent
- Dedicated to Advisors
- Easy to do Business With
- Ethical
- Global
- Inexpensive
- Innovative
- Socially Conscious
- Sophisticated
- Trustworthy

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Source: Horsesmouth and kasina: FA Vision