Broadridge Fund Brand 50: BlackRock confirms leadership, Capital Group jumps to second place
1 APR, 2026
By Joanna Piwko from RankiaPro Europe
Broadridge Financial Solutions has published the new edition of the Fund Brand 50 (FB50), the annual study that measures the attractiveness of asset management brands among professional fund selectors.
BlackRock retains the top spot for the second consecutive year, albeit with a reduced advantage, while the rise of some players who have recently entered the global list is consolidated. BlackRock's primacy reflects not only the scale, but also the alignment between product innovation and trust in the brand, elements that continue to resonate with professional fund buyers.
Top 10 asset management brands in the United States
The US ranking sees Capital Group gain the second position, while Vanguard slips to the third spot. JPMorgan AM and Fidelity complete the top-5. Among other movements, PIMCO is positioned in sixth place, First Trust in seventh, Franklin Templeton remains stable in eighth for the fourth consecutive year, T. Rowe Price rises to ninth and Goldman Sachs re-enters the top-10 in tenth place.
| Position | Asset Manager |
|---|---|
| 1 | BlackRock (=) |
| 2 | Capital Group (+1) |
| 3 | Vanguard (-1) |
| 4 | JPMorgan AM (=) |
| 5 | Fidelity (=) |
| 6 | PIMCO (+1) |
| 7 | First Trust (+1) |
| 8 | Franklin Templeton (=) |
| 9 | T. Rowe Price (+1) |
| 10 | Goldman Sachs (+1) |
According to fund buyers, Capital Group is often perceived as a “safe harbor”, thanks to a customer-oriented partnership model and a reputation for long-term reliability. In the last year, the combination of more stable performance and lower volatility has led many selectors to explore new institutional relationships, favoring small but significant adjustments at the top.
The brand levers that matter and product trends
Among the brand attributes most appreciated by US selectors, "Solidity", "Customer Orientation" and "Attractive Investment Strategy" confirm the top three positions. The "Stability of the management team" rises to fifth place (from seventh), while "Understanding of the markets in which they operate" drops to seventh. "Social responsibility/sustainability" remains tenth.
As Jeff Tjornehoj, US Senior Director of Fund Insights at Broadridge, points out: "While solidity and customer orientation remain priorities, gatekeepers — such as 'home office' wealth management teams and investment committees — attach great importance to the stability of the management team, seen as a proxy for the repeatability of performance and the mitigation of transition risk".
The research also shows that Capital Group is widely perceived as the benchmark for institutional stability, thanks to the 'Capital System', a collaborative multi-manager process that surpasses the 'star' manager model and focuses on a repeatable and high conviction approach. In a market increasingly homogeneous in products, the brand becomes the first factor of differentiation: an effective identity builds trust, fuels loyalty and supports future expansion.
2025 also marks a turning point in investment vehicles: the launch of active ETFs has exploded, with nearly 1,000 new funds introduced to the market. In contrast, only 95 mutual funds were launched — a 52% drop from 2024 and the lowest level since 1983 — with 262 more net closures than new launches. A webinar is scheduled for Tuesday, April 14, 2026 at 2:00 PM BST | 9:00 AM EST | 9:00 PM CST to unveil the leading brands by region; registration is open to all.
FB50 is based on Broadridge's proprietary Global Fund Buyer Focus Intelligence dataset, powered by in-depth interviews with over 1,300 key selectors in Europe, APAC and the United States. The ranking is derived from the 'Total Brand Score', built on the perceptions expressed in relation to 10 brand attributes: solidity; customer orientation; attractive investment strategy; competence; stability of the management team; global vision and operations; understanding of the reference markets; ability to inform at best; innovation/adaptation to the market; social responsibility/sustainability.
