BlackRock retains its position as the UK’s top fund brand in the 2025 Broadridge Fund Brand 50 Report, followed closely by JPMorgan AM. The study, based on fund selector insights, highlights shifting priorities including reduced emphasis on ESG, rising popularity of ETFs, and demand for expertise and innovation, with DWS entering the global top 10 for the first time.
BlackRock continues its dominance in the UK and globally, as it retains its position as the leading fund brand, according to the latest Broadridge Fund Brand 50 (FB50) 2025 Report. The annual report, now in its 14th year, is a comprehensive study conducted by Broadridge Financial Solutions, assessing third-party asset management brands based on the perceptions of fund selectors across Europe, APAC, and the US.
This year’s findings point to significant changes in the fund landscape, shaped by geopolitical tensions, changing investor expectations, and a shift in product preferences. While traditional factors like investment strategy and expertise remain vital, the report also highlights evolving sentiments around ESG and the growing appeal of ETFs and alternative investment vehicles.
“An unchanged trio of US fund providers top the brand ranking. JP Morgan closed the gap further in 2024 on first-ranked BlackRock, as both groups score highly across all 10 brand attributes, except ‘Social responsibility/sustainability’. European groups are still well-represented at the top table, making up five of the top 10, with DWS breaking into the top 10 for the first time,” said Barbara Wall, Director, EMEA Insights, Broadridge.
Global rankings and key movements
The 2025 FB50 Report confirms BlackRock’s sustained leadership, followed closely by JPMorgan Asset Management, which has narrowed the gap in second place. The top five brands—BlackRock, JPMorgan AM, Fidelity, Pictet AM, and Amundi—remain unchanged from the previous year, reflecting their strong global presence and consistent performance across brand attributes.
Notably, DWS breaks into the global top 10 for the first time, while passive investment specialists such as Vanguard and iShares have also improved their positions. European asset managers continue to feature prominently, with five companies in the global top 10.
The report underscores that while BlackRock maintains its dominant status, regional dynamics show some variability. In Germany and Italy, JPMorgan surpasses BlackRock in the rankings. In France, BlackRock drops to fourth behind Natixis, Pictet, and Amundi. Similarly, in Sweden and Switzerland, BlackRock is ranked second.
Shifts in brand attributes and selector preferences
The FB50 study evaluates asset managers based on 10 key brand attributes. In Europe, ‘Appealing investment strategy’ retains the highest importance, while ‘Expert in what they do’ rises to second place, pushing ‘Client-oriented thinking’ to third. Other top attributes include ‘Keeping best-informed’ and ‘Solidity’.
While ‘Solidity’ remains a top-five attribute, fund selectors in EMEA place slightly less emphasis on it compared to their APAC and US counterparts. Attributes such as ‘Stability of investment management team’ and ‘Innovation/adaptation to market’ also influence brand scores, especially in light of increased M&A activity across the industry.
The ESG backlash and rise of passive strategies
2024 proved difficult for ESG-focused brands. The concept of ‘greenwashing’—where firms exaggerate sustainability claims—has given way to ‘greenhushing’, as managers become increasingly hesitant to promote ESG credentials. This shift impacts firms like Robeco and Nordea, which are closely associated with sustainability.
Despite the overall decline in ESG sentiment, the report notes it is too early to declare ESG irrelevant. However, its importance as a differentiator has significantly reduced across Europe, APAC, and the US, where it now ranks lowest among the brand attributes.
ETFs and passive funds gain momentum, driven by their cost efficiency and accessibility. Equity ETFs record their best performance yet, and many firms diversify into active ETFs and semi-liquid alternatives. This trend puts pressure on traditional active managers, although some, like Baillie Gifford and Artemis, still manage to rise in the rankings.
Bond specialist PIMCO drops to 12th place, reflecting growing investor interest in lower-cost ETFs for similar exposure. Nonetheless, PIMCO receives positive recognition for its client communication.
Methodology and scope
The Fund Brand 50 is based on in-depth interviews with over 1,200 professional fund selectors and gatekeepers. These decision-makers are asked to name their top three asset managers across 10 brand attributes, generating a ‘Total Brand Score’ that forms the basis for global and regional rankings. This year’s study reveals that while core values such as expertise and strategy remain essential, client expectations are shifting towards transparency, efficiency, and adaptability.
Attributes measured include:
- Appealing investment strategy
- Expert in what they do
- Client-oriented thinking
- Keeping best-informed
- Solidity
- Innovation/adaptation to market
- Key international player
- Stability of investment management team
- Local knowledge
- Social responsibility/sustainability
About Broadridge
Broadridge Financial Solutions (NYSE: BR) is a global technology leader with the trusted expertise and transformative technology to help clients and the financial services industry operate, innovate, and grow. We power investing, governance, and communications for our clients – driving operational resiliency, elevating business performance, and transforming investor experiences.
Our technology and operations platforms process and generate over 7 billion communications per year and underpin the daily trading of more than $10 trillion of securities globally. A certified Great Place to Work®, Broadridge is part of the S&P 500® Index, employing over 14,000 associates in 21 countries.
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