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' as key attributes 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 perceptions of 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: 1. BlackRock (+1) 2. Vanguard (-1) 3. Capital Group (0) [3] - First Trust made notable progress, moving from 14th two years ago to 6th this year, highlighting its innovative approach [6] Valued Attributes - The top three attributes valued by U.S. fund selectors are: 1. Solidity 2. Client-oriented thinking 3. Appealing investment strategy [5][14] - 'Client-oriented thinking' has emerged as a key differentiator, especially in light of the generational wealth transfer [13] Trends and Observations - Fund selectors are increasingly favoring large, global brands with diverse product offerings and established reputations [7] - There is a growing demand for new investment products, including model portfolios and actively managed ETFs, reflecting changing consumer preferences [13] - The importance of specialized expertise and local market knowledge is rising, as fund selectors navigate a complex investment landscape [13]