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In a kasina/Horsesmouth survey of 3,129 financial advisors on their opinions about leading mutual fund companies, the top three brands are American Funds, Barclays iShares and Ivy Funds.
The survey also found that iShares is perceived by advisors as the most innovative fund company, PIMCO as the most sophisticated and Franklin Templeton as the most global.
The 10 measures that advisors were asked to consider when judging each of various fund companies were: consistency, dedication to advisors, ease of doing business, ethics, global reach, low expenses, innovation, social consciousness, sophistication and trustworthiness.
The list of the top 10 brands broke down as follows: American Funds, iShares/Barclays, Ivy Funds, PIMCO/Allianz Funds, Vanguard Group, Franklin Templeton Investments, BlackRock, Fidelity, JPMorgan Asset Management and Natixis Funds.
