Most asset managers relatively well-known among French institutional investors

Research by Fundamental Media finds that 80% of respondents are familiar with the top five brands 

Key points: 

• Most French institutional investors are very or quite familiar with half of the asset managers prompted, especially domestic and large international providers. 

• French investors prefer local managers, with seven managers in the top ten being local players. 

• Respondents mentioned 111 unique brands across fifteen prompted asset classes and management styles, with the top asset manager being mentioned at least once by 55% of respondents. 

Most French institutional investors are very or quite familiar with half of the asset managers prompted, especially domestic and large international providers, with the top five brands being well known among 80% of respondents, according to research by Aureum Y, Fundamental Group's research arm. 

The research also revealed a preference for local managers, with seven managers in the top ten being local players. Three out of the other four are large international managers. 

The French Institutional Global Brand Survey 2025, which is based on the responses from 37 institutional investors in France, focuses on their perception of asset managers’ brands. We have developed a Brand Equity Index using a combination of quantitative and qualitative methods across four pillars: recall, familiarity, propensity to buy and distinctiveness.  

Our research found that respondents mentioned 111 unique brands across fifteen prompted asset classes and management styles, with the top asset manager being mentioned at least once by 55% of respondents, and 38% of respondents mentioning the second-ranking asset manager. 

Brand recall is positively correlated to propensity to buy, with 88% of companies mentioned in propensity to buy also being recalled for specific asset classes and management styles. However, only 27% of the 111 recalled brands were also mentioned in propensity to buy. This suggests that while being on top of mind is key, the number of companies considered in requests for proposals (RFPs) is limited, and other factors will also play a crucial role. 

Comments related to the asset managers in the propensity to buy question reveal that product and know-how are the key attributes and strengths that institutional investors prioritise when selecting companies for RFPs. A high-quality product range, effective management, low fees, and innovative strategies were the most common attributes associated with their preferred brands. 

For more information on our Global Brand Survey and to obtain a copy, please visit our dedicated webpage.