BlackRock Regains Top Spot in the U.S. in Broadridge's Fund Brand 50 2025 Report

Core Insights - The Broadridge Fund Brand 50 (FB50) report highlights the importance of brand strength in asset management, with fund selectors prioritizing 'Solidity' and 'Client-oriented thinking' when choosing asset managers [1][5][13] - BlackRock has overtaken Vanguard as the top asset management brand, marking a significant shift in fund selector preferences [2][6] - The study ranks asset managers based on ten brand attributes, revealing insights into the competitive landscape of the asset management industry [2][10] Brand Rankings - The top three U.S. asset management brands for 2025 are BlackRock, Vanguard, and Capital Group, with BlackRock moving up one position and Vanguard dropping one [3] - First Trust made notable progress, rising from 10th to 6th place, attributed to its innovative product offerings [6] Valued Attributes - The top three attributes valued by U.S. fund selectors are 'Solidity', 'Client-oriented thinking', and 'Appealing investment strategy', indicating a preference for stability and customer-centric approaches [5][13] - 'Experts in what they do' and 'Knowledge of the market where they operate' have gained importance, reflecting the need for specialized expertise in a complex investment landscape [13] Market Trends - Fund selectors are increasingly favoring large, established brands with diverse product offerings, as well as firms that can adapt to new market demands [7][13] - There is a growing consumer demand for new product types, including actively managed ETFs and model portfolios, influencing the rankings of asset managers [13] Additional Findings - Charles Schwab excelled in 'Client-oriented thinking', ranking 7th in this attribute despite an overall 17th place in the FB50 rankings [13] - The study indicates a continued willingness among fund selectors to explore new engagements, driven by steady performance and lower volatility [13]