BlackRock tops Broadridge U.S. Fund Brand 50 ranking for second straight year

Broadridge Financial Solutions, Inc.

Broadridge Financial Solutions, Inc.

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  • Broadridge 2026 Fund Brand 50 report kept BlackRock as top-ranked U.S. asset management brand for a second straight year, though its lead narrowed.
  • Capital Group rose to No. 2 while Vanguard slipped to No. 3, signaling shifting gatekeeper preferences despite limited movement across top tier.
  • Fund selectors again prioritized solidity, client-oriented thinking, and appealing investment strategy as most decision-driving brand attributes.
  • Perceived stability of investment management teams moved into top five attributes in 2025, underscoring heightened focus on repeatability of performance and transition-risk control.
  • Product trend data pointed to accelerating vehicle shift, with nearly 1,000 active ETFs launched in 2025 versus 95 new mutual funds, down 52% from 2024.


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