Back to Explore

Fidelity and Vanguard Top “Short List” Of Providers Considered By Affluent Investors For Insurance & Investment Retirement Products

March 16, 2015

Semi-annual research conducted by Phoenix Marketing International among affluent investors highlights Fidelity and Vanguard as the perennial brand favorites for insurance and investment products to fund retirement. Other highly considered brands include American Funds, Charles Schwab, T. Rowe Price, TIAA Cref, and USAA.

This story was featured on Money Management Executive and Bank Investment Consultant

Rhinebeck, NY – Phoenix Marketing International, one of the top research companies in the U.S., released summary findings from four studies conducted in 2013 and 2014 among affluent investors age 35 to 64. This program has been administered semi-annually since 2008 and polls affluent investors’ awareness, impression, consideration, and evaluation of 50+ leading providers of investment and insurance products used to fund retirement.

The top-ten providers, among companies evaluated by at least 50 investors, are shown below. Planning for the spring 2015 study among affluent investors is underway. Companies interested in participating in this assessment of their brand and advertising performance, understanding the types of retirement products and services associated with their company, their brand positioning versus key competitors, retirement offerings investors intend to learn more about or purchase in the next three months, plus “the most important sources of information” used by investors to learn about a brand’s retirement products and services should contact Phoenix.

DIIP 2013 2014

The semi-annual Phoenix study among affluent individual investors has been conducted since November 2008 and was last administered in November 2014 among 1,123 respondents age 35 to 64. Study data are representative of the U.S. affluent investor population by age and geography. Retirement products covered include annuities, life insurance, mutual funds, 401(k) and 403(b) plans, advisory services, disability income insurance, and long-term care insurance. In addition, affluent investors evaluate the competitive strengths and weaknesses of leading investment managers.

Also reported are detailed evaluations of Print and TV advertisements, plus investors’ likelihood to consider such leading brands such as Aetna, AIG, Allianz, American Century, American Funds, Ameriprise, Aviva, AXA, Berkshire Life, Charles Schwab, CNA, Columbia Funds, E*Trade, Edward Jones, Fidelity Investments, Franklin Templeton, Genworth Financial, Goldman Sachs, Guardian, The Hartford, ING, Invesco, Jackson National, Janus, John Hancock, Lincoln Financial, MassMutual, Merrill Lynch/Bank of America, MetLife, Morgan Stanley Smith Barney, Mutual of America, Nationwide, Northwestern Mutual, NY Life, Oppenheimer, Pacific Life, PIMCO, Prudential, Putnam, Raymond James, State Farm, Sun Life, TD Ameritrade, T. Rowe Price, The Principal, TIAA-Cref, Transamerica, Travelers, US Trust/Bank of America, USAA, Vanguard, and Wells Fargo.


Phoenix Marketing Contact:

Ellen Albert

Director, Financial Services Research


Back to Explore
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.