Cost, investment philosophy and transparency drive fund selection in Australia

From September to November 2025, we surveyed 200 financial intermediaries in Australia. The study explored brand perceptions, media habits across major channels, and key market trends - including ESG, active ETFs, private markets, and quantitative investing. We also assessed satisfaction with asset managers, focusing on factors such as communication, events, and training support. Finally, we examined information needs and sources, including selection drivers, use of AI, and approaches to fund research.

The dominance of cost

According to the survey, 71% of respondents prioritise cost over all other considerations when selecting between comparable options, with fees also leading the list of factors when it comes to selecting ETFs, at 86%. Based on these findings, clear fee information, simple comparison tables and savings calculators are no longer a bonus; they are what advisers now expect to see in marketing materials.

Performance data remains non-negotiable

Performance figures dominate the research process with 83% of respondents citing performance data as the information they seek most when evaluating funds. The survey also points to growing demand for clear, concise performance assets (one-page dashboards, holdings snapshots and plain-English strategy summaries) that advisers can use directly with clients. Asset managers who invest in making performance data accessible, regularly updated and genuinely portable for advisers are better positioned to build lasting relationships than those relying on dense factsheets and lengthy reports.

How new funds come onto the radar

Meetings with salespeople, investment managers, consultants and Business Development managers (BDM) were most effective in prompting intermediaries to learn about new fund are the leading trigger for researching new funds, cited by 45% of respondents. This underlines the continued importance of face-to-face relationships in a market increasingly saturated with digital touchpoints. Peer referrals closely follow, with 42% citing conversations with fellow advisers as a driver of new fund research. The next most effective activities that prompted researching new funds were seminars, road shows and industry events, and overall, these all indicate that human connections, in-person interactions and a sense of peer community have an established presence in helping fund exploration.

The active ETF opportunity

Eight out of ten respondents indicate a genuine appetite for active ETFs, particularly where they offer cost efficiency (52%) or exposure to specialist or niche markets (51%) not easily accessed through traditional vehicles. This represents a meaningful opportunity for asset managers willing to communicate the value proposition of active ETFs clearly, particularly given that fees remain the primary selection criterion in the ETF space.

Recommendations:

Lead with fee and cost comparisons

• Prominently display all-in fees and cost savings in marketing materials and fact sheets; include simple comparison tables and a calculator to quantify client savings at point of sale.

Prioritise concise performance and transparency assets

• Provide one page performance dashboards, clear holdings snapshots and plain‑English strategy summaries for advisers to hand to clients; update these regularly and highlight downside protection metrics.

Activate sales, seminar and peer referral channels

• Scale targeted BDM outreach, adviser seminars and peer referral programme; arm teams with one page comparison tools and client-ready slides.

About Aureum Y

Aureum is Fundamental Group’s dedicated Research and Insights division, built on more than two decades of specialist experience in global investor research across individual, intermediary and institutional investor audiences. With extensive quantitative and qualitative capabilities, the team has delivered 250+ survey projects across 15+ audiences, managing a panel of 100k B2B professionals and tracking 3,600 media titles and 1,800 brands. Operating across 12 markets from four international offices, Aureum provides rigorous, culturally attuned insights that help asset management companies understand their audiences, refine their strategies and stay ahead in an increasingly competitive landscape. To access our flagship Global Brand Survey (GBS) insights contact [email protected] and follow us on LinkedIn to keep updated on the latest news.