Semi-annual research conducted by Phoenix Marketing International among financial advisors indicates that the top-ten brands, based on advisors’ overall impression and likelihood to consider for recommendation to their clients in the next six months, varies by the advisor’s role and type of firm where they are employed
Phoenix Marketing International, one of the top research companies in the U.S., released summary findings from two studies conducted in 2013 among several types of financial advisors. The top-ten fund providers, among companies evaluated by at least 50 financial advisors, are shown below. Custom reporting from the fall 2013 financial advisor study is available 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.
The semi-annual Phoenix study among financial advisors has been conducted since October 2005 and was last administered in November 2013 among 1,318 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 broker-targeted print advertisements and financial advisors’ likelihood to recommend such leading brands such as AIG, Alliance Bernstein, Allianz, American Century, American Funds, Ameriprise, AXA, Barclays, BlackRock, Charles Schwab, Columbia Management, Dreyfus, Eaton Vance, Fidelity Investments, Franklin Templeton, Genworth Financial, Goldman Sachs, Guardian, The Hartford, 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, Power Shares/Invesco, The Principal, Prudential, Putnam, Raymond James, RiverSource, Scottrade, State Street, Sun Life, TD Ameritrade, T. Rowe Price, Transamerica, Travelers, Unum, US Trust/Bank of America, Vanguard, and Wells Fargo.