Thematic: Assessing new funds - brand names carry little weight

Intermediaries place little importance on brand name when considering new fund launches, choosing in...

Intermediaries place little importance on brand name when considering new fund launches, choosing instead to study the manager’s past performance and research issued by groups detailing the launch’s rationale. Incisive Buzz, a sister company of Investment Week, surveyed a group of intermediaries to identify the considerations they made when choosing whether to recommend a new fund. Criteria for assessing a new fund Respondents were asked to rank on a scale of one to five how important they felt the manager’s past performance or previous job was, how other similar funds have performed rec...