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Practice Management > Building Your Business

These Mutual Fund Companies Offer Great Business-Building Support: Cogent

By Emily Zulz

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The role of the wholesaler is evolving as advisors seek less frequent, and more strategic interactions, according to Meredith Lloyd Rice, vice president at Market Strategies International.

Cogent Beat Advisor, a Cogent Reports portal from Market Strategies International, examines advisor satisfaction with specific aspects of the wholesaler interaction including the top driver of purchase intent: “business-building ideas and support to my practice.”

Cogent Beat Advisor recently announced which fund companies earned the strongest satisfaction with business-building support among advisors managing at least $25 million in assets in the fourth quarter of 2017.

“As firms compete for the limited attention of elite advisors, firms’ ability to deliver business-building support on a more consultative, personal level will be critical,” Lloyd Rice said in a statement. “Firms that equip their wholesalers with the right information to better understand and anticipate advisors’ unique business needs will be positioned to succeed.”

Here are the top 10 mutual fund companies in business building support from external wholesalers in Q4 2017, according to Cogent Beat Advisor’s analysis.

  1. T. Rowe Price
  2. AB (AllianceBernstein)
  3. J.P. Morgan Funds
  4. MFS Investment Management
  5. American Funds
  6. Franklin Templeton Investments
  7. Fidelity Investments
  8. Lord Abbett
  9. Legg Mason
  10. Columbia Threadneedle Investments

This analysis is based on data collected via Cogent Beat Advisor, which allows real-time analysis of advisors’ evolving perceptions, usage and intentions regarding leading mutual fund and ETF providers.

Cogent Beat Advisor solicits feedback from 350 to 400 financial advisors each month in the RIA, national wirehouse, independent, regional and bank channels. Survey participants were required to have an active book of business of at least $5 million, and offer investment advice or planning services to individual investors on a fee or transactional basis.

Emily Zulz

@think_emilyz

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