BlackRock has retained its position as the top asset management brand in both the US and Europe, according to the latest Fund Brand 50 rankings from Broadridge Financial Solutions.
Despite ongoing volatility across global markets, the rankings showed a continued preference for established brands with scale, consistency and broad investment capabilities.
European rankings
In Europe, JPMorgan Asset Management and Fidelity Investments have remained in second and third place, respectively. Meanwhile, Amundi has moved up to fourth, displacing Pictet, which fell to fifth after holding that position since 2021.
The remainder of the European top 10 was stable as iShares retained sixth position and Vanguard remained in seventh. Schroders moved up one place to eighth, Robeco dropped one place to ninth and UBS rose one place to finish off the top 10.
| Rank | Fund Group | Change |
| 1 | BlackRock | 0 |
| 2 | JP Morgan Asset Management | 0 |
| 3 | Fidelity | 0 |
| 4 | Amundi | +1 |
| 5 | Pictet | -1 |
| 6 | iShares | 0 |
| 7 | Vanguard | 0 |
| 8 | Schroders | +1 |
| 9 | Robeco | -1 |
| 10 | UBS | +1 |
Schroders’ strongest attribute was identified as the “stability of investment management team,” with the report also highlighting its broad product range and growing presence in private markets, including liquid alternatives.
Fidelity Investments also performed strongly on “keeping best informed,” a factor that helped it retain third place in the rankings, according to the report.
Active ETFs were flagged as a key theme in 2025. While assets under management remain relatively low, the report noted that momentum in fund flows is building. As a result, it argued that developing a clear, distinctive and authoritative message will be essential for building brand recognition in what remains a highly concentrated segment.
More broadly in Europe, asset managers are increasingly expected to deliver continuous, high-quality and transparent market updates as they navigate an environment shaped by geopolitical uncertainty, elevated valuations and volatile markets.
The report noted that while larger firms may have the advantage of bigger communications budgets, fund selectors prefer more targeted, accessible and engaging formats that cut through complexity.
US rankings
In the US, the rankings showed a slightly different competitive dynamic. BlackRock once again retained first place, while Capital Group moved up to second, overtaking Vanguard, which slipped to third.
JPMorgan Asset Management and Fidelity Investments remained unchanged in fourth and fifth place respectively.
Further down the table, PIMCO climbed to sixth and First Trust rose to seventh. Franklin Templeton held steady in eighth for a fourth consecutive year, while T. Rowe Price slipped to ninth. Goldman Sachs completed the top ten, rebounding after briefly falling out of the rankings the previous year.
| Rank | Fund Group | Change |
| 1 | BlackRock | 0 |
| 2 | Capital Group | +1 |
| 3 | Vanguard | -1 |
| 4 | JP Morgan Asset Management | 0 |
| 5 | Fidelity | 0 |
| 6 | PIMCO | +1 |
| 7 | First Trust | +1 |
| 8 | Franklin Templeton | 0 |
| 9 | T. Rowe Price | +1 |
| 10 | Goldman Sachs | +1 |
Broadridge Financial Solutions attributed Capital Group’s rise to the fact that professional buyers often prioritised it as a “safe harbour,” associating the brand with long-term reliability and a client-centric partnership model.
More broadly, “solidity,” “client-oriented thinking” and “appealing investment strategy” once again ranked as the top three attributes in the US study. US fund selectors continued to favour large, global brands with broad product ranges and the reassurance of a well-established name.
“Appealing investment strategy” remained a key “magnet” for new capital, with investors prioritising managers that demonstrated a repeatable process for delivering risk-adjusted returns. BlackRock continued to set the pace in this regard.
Outlook
Across both regions, Broadridge said the findings highlight an industry where brand strength is increasingly defined by more than scale alone. Asset managers are now competing on their ability to combine investment performance credibility with clearer communication, stronger product innovation in ETFs and private markets, and a consistent client experience across volatile conditions.