Phoenix Reveals The “Fall 2014 Short List” Of Investment Managers Most Likely To Be Recommended By Financial Advisors To Their Clients

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Phoenix consistently observes a strong tie between a firm’s overall service, market performance and advertising effectiveness in relation to advisors’ general sentiment of impression and consideration for that brand.

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Phoenix Marketing International, one of the top research companies in the U.S., released initial findings from its fall 2014 study among several types of financial advisors. This program has been administered semi-annually since 2005 and polls advisors’ awareness, consideration, and overall brand, product and advertising evaluation of 65 leading investment managers.

The top-ten fund providers, among companies evaluated by at least 50 financial advisors within each segment, are shown below. While top-performing firms such as BlackRock, Franklin Templeton and American Funds rate consistently well across all advisor channels, other brands stand out depending on their relevance to that segment of advisors. For example, custodians such as Charles Schwab Advisor Services, Fidelity Advisors and TD Ameritrade move up the impression and consideration list for independent RIAs. Similarly, captive advisors at wirehouse firms such as Merrill or Morgan Stanley are much more likely to rate their firms higher compared to other financial advisors and consultants. Overall, Phoenix consistently observes a strong tie between a firm’s overall service, market performance and advertising effectiveness in relation to advisors’ general sentiment of impression and consideration for that brand.

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Custom reporting from the fall 2014 financial advisor study is available now and companies interested in an assessment of their brand and advertising performance, understanding the types of investment products advisors associate with their company, their brand positioning versus key competitors, and advisors’ view of financial products and services “now a good option” for their clients should contact Phoenix for more information.

The semi-annual Phoenix study among financial advisors was last administered in November 2014 among 1,122 advisors who recommend securities, retirement services, and/or insurance products to their clients. Study data are representative of the U.S. financial advisor universe grouped by their role and type of firm where they are employed, e.g. registered investment advisor or employed at a national full service firm, bank or independent or insurance or regional broker/dealer, or an independent/BGA/IMO firm.

Also reported are detailed evaluations of advisor-targeted print advertisements and financial advisors’ likelihood to recommend such leading brands such as Aetna, AIG, Alliance Bernstein, Allianz, American Century, American Funds, Ameriprise Financial, AXA, Barclays, BlackRock, Charles Schwab, Columbia Management, Davis-Selected Advisors, Dreyfus, Eaton Vance, Fidelity Advisors, Franklin Templeton, Genworth Financial, Goldman Sachs, Guardian, Guggenheim, The Hartford, Interactive Brokers Group, Invesco, iShares, Jackson National, Janus, John Hancock, JP Morgan Chase, Legg Mason, Lincoln Financial, Lord Abbett, MassMutual, Merrill Lynch/Bank of America, MetLife, MFS, Morgan Stanley Smith Barney, Nationwide, Northwestern Mutual, NY Life, Oppenheimer, Pacific Life, PIMCO, PowerShares, Prudential, Putnam, Raymond James, RiverSource, Scottrade, State Street/SPDRs, Sun Life, TD Ameritrade, The Principal, TIAA-Cref, Transamerica, Travelers, T. Rowe Price, Unum, US Trust/Bank of America, Vanguard, Voya Financial, Wells Fargo Advisors, and Wisdom Tree.

Phoenix Marketing Contact:
Carl Uttaro
Senior Analyst/Product Manager
(508) 315-6187
Carl(dot)Uttaro(at)PhoenixMI(dot)com

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Kristin Johnson
Phoenix Marketing International
+1 845-876-8228 Ext: 308
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