Passive asset managers pick up steam in fund selector rankings

Broadridge Fund Brand 50 Report

Passive asset managers gained momentum in the top European asset management brand rankings, according to a report by Broadbridge.

The 2024 Broadridge Fund Brand 50 report measured and ranked asset managers' brand attractiveness based on fund selector perceptions, which are determined through interviews with fund selectors based on certain attributes. According to Barbara Wall, director of global distribution insights, passive managers gathered traction in the year, with passive powerhouse Vanguard entering the top-ten. Less than a fifth of European active equity funds beat passive peers over a decade Vanguard climbed four spots to reach the ninth position, driven by its status as a "key international player" ...