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Hearts & Wallets is the resource for retail investor data and insights, combining a consumer marketing framework with financial services operating experience. The company is a catalyst for consumer-driven innovation in retail investing and saving. 

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Call now 800-930-0966 x1

Investment Products & Asset Managers

How a Mutual Fund Revival Can Overcome Confusion to Get Consumers Investing Again

Report Overview

This report provides actionable insights on the dynamics between high cash and investor confusion. Understand trends in U.S. household asset allocation, product ownership, growth of online brokerage and investor awareness of asset managers. The last third of the report taps into 30 metrics that track asset managers to reveal consumer-reported awareness of shareholder awareness and top performer asset managers.


Select Key Findings

  • The average household with $100K-$500K holds nearly 4 in 10 dollars in cash.
  • Cash allocations are highest for consumers confused by the plethora of investment information.
  • Consumers who own mutual funds tend to be less confused by investment information than those who don’t.

About the Hearts & Wallets Investor Quantitative™ Database

The Hearts & Wallets Investor Quantitative™ Database (IQDB) is the comprehensive resource for understanding and analyzing behaviors and attitudes of retail savers and investors. With an annual sampling wave that includes all age and wealth segments, the database is now composed of over 50,000 U.S. households and 1,600 fields and derived variables stretching back to 2010. The database enables sizing and profiling of virtually any demographic, behavioral or attitudinal definition for consumer groups.


Executive Summary

Methodology

4-6

Table of Contents

7

Key Findings & Implications, Favorite Statistics, Related Research

8-12

1. Cash allocations are high and growing.

Average Allocation to Asset Classes: by Investable Asset Groups

13,15

Total U.S. Household Investable Assets by Flow of Funds Categories

14

Cash/Savings Ownership Rates and Average Allocation

16

Equity Ownership Rates and Average Allocation, U.S. Household Involvement with Equity

17-19

2. Consumers are confused about asset allocation and investment products.

Household Awareness of Asset Class Allocation and Investment Products Owned

20-23

Double Confusion: “Don’t Know” Asset Class Allocation AND “Don’t Know” Investment Products

24

Crosstab Analysis: Allocation to Cash by Attitude “I am confused by all the investment information out there”; Allocation to Equity by Attitude “I am confused by all the investment information out there”

25-26

3. Mutual fund ownership is declining, and newer products such as ETFs and “robos” have low penetration.

Investment Product Types Ownership Rates

27

Individual Stocks Ownership Rates and Average Allocation

28

Mutual Funds and ETFs Ownership Rates and Average Allocation

29-34

Automated Portfolios Ownership Rates, Private Equity Ownership Rates

35-36

U.S. Household Involvement with Mutual Funds

37-38

Crosstab Analysis: Agreement with Attitude “I am confused by all the investment information out there” by Allocation to Mutual Funds

39

4. Ownership of online brokerage accounts is still fairly limited.

Online Brokerage Account Ownership: by Year, by Investable Asset Groups

40-41

Online Brokerage Account Trading Frequency: by Year, by Investable Asset Groups

42-43

5. Influence of asset managers is waning because ownership of mutual funds is declining.

Average Number of Fund Families Consumers Own

44-45

Consumer-Reported Distribution Mix: by Asset Manager

46

Mutual Fund/ETF Consumers Who Own Investment Products of each Asset Manager

47-49

Total Possible Reach into All Households with Assets, Reach into All Households with Assets

50-52

Hearts & Wallets Shareholder Certainty Score

53-55

Scatterplot Analyses

56-57

Appendix

Terminology & Definitions, Sample Sizes

58-62

This new 63-page report features 48 exhibits.

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About Hearts & Wallets

Hearts & Wallets is the resource for retail investor data and insights, combining a consumer marketing framework with financial services operating experience. The company is a catalyst for consumer-driven innovation in retail investing and saving. 

Visit: www.heartsandwallets.com/about 

Call now 800-930-0966 x1

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