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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 

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Investment Products & Asset Managers

Building Product Relevancy Through Customer Insights - a Quantitative Report


Report Overview

Grow your investment product business through a better understanding of market trends and shareholder disconnects in the report Investment Products & Asset Managers: Building Product Relevancy Through Customer Insights, an Insight Module from the Investor Quantitative™ Database (IQ™ Database). The report is drawn from the latest fielding of the IQ™ Database, recognized as the largest single dataset on U.S. retail consumer attitudes, behaviors and buying patterns with over 40,000 U.S. households. 

Drive revenue and loyalty armed with knowledge about consumer attitudes to investment products. Find inspiration for new products and marketing by identifying pain points of shareholders for your firm and your key competitors.    

Select Key Findings

  • Nationally, 78% of consumers can now name the products they own, for a slight upward trend in awareness after a long decline, but the increase is being driven by consumers with <$100,000 in investable assets. 
  • Ownership of mutual funds continues to decline, especially with lower-asset consumers. ETF growth is accelerating, with pronounced growth among consumers with >$100,000 in assets. 
  • The greatest improvement in the Hearts & Wallets Shareholder Awareness Score is seen at Wells Fargo Funds, iShares and Vanguard. 

How This Report Helps

Marketing, product and advice/digital design professionals will benefit from the actionable data and insights in this report to: 

  • Craft targeted messaging for lower-asset consumer groups with high-cash allocations to boost confidence to invest and build long-term wealth. 
  • Create vibrant investment products that inspire consumers to remember they own them. Build engaging platforms that allow comparisons of product features and benefits. 
  • Recognize online brokerage platforms as a must-have. Analyze the unique aspects of shareholder bases to prioritize new product development. 

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 over 1,000 fields and derived variables, the breadth and depth of topics covered is designed with decades of hands-on experience in the marketing, product, service and research functions it serves. The database covers consumers of all age and wealth segments, with over 5,000 annual responses to an online survey fielded mid-year since 2010. The large sample size of 45,000 U.S. households permits sizing and profiling of virtually any demographic, behavioral or attitudinal definition for consumer groups. Its national weighting methodology allows for comparisons across years and customer/shareholder bases of leading firms.

Each report is created by subject matter experts with exceptional academic credentials and years of experience in retail finance, consumer packaged goods and technology who provide insights into the marketplace and the competition that you won’t find anywhere else.   


“Rarely does any content that I’ve read over the years reach the level of sophistication and credibility that Hearts & Wallets produces.”    

– Consumer Insights Professional, major diversified firm          


Table of Contents/Directory of Exhibits and Index of Companies

Executive Summary

Key Findings & Implications Favorite Statistics, Related Research

5-9

Rising Asset Class Awareness

Awareness of Asset Class

10-11

Asset Class Ownership and Allocation

12-15

Growth in Investment Product Awareness

Awareness of Investment Products Owned

16-18

Investment Product Ownership & Allocation

20-25

Online Brokerage Becomes Fundamental

Online Brokerage Ownership: by Year & Trading Frequency

26-28

Asset Manager Leaders in Consumer Awareness

Asset Managers Tracked in Investor Quantitative™ Database

29

Average Number of Fund Families Owned

30-31

Household Ownership Rate of Fund Families

32

Analysis of Shareholder Bases and Pain Points

Analysis of Shareholder Bases: Demographics, Difficulties, Sources of Advice, Wants

36-39

Importance/Performance: “Investment Ideas are Knowledgeable, Timely, Tactical

40-41

Holding Direct vs. through Intermediary

42

Appendix

Terminology, Sample Sizes

43-47

Index of Companies

American Century

29, 32-35, 40, 42, 45

American Funds (Capital Group)

6, 8, 29, 32-42, 45

Ameriprise

41

Bank of America/Merrill Lynch

41

BlackRock Mutual Funds

29, 32-35, 40, 42, 45

Capital One

41

Citibank

41

Charles Schwab/Charles Schwab Investment Management

29, 32, 33, 40-42, 45

Columbia

29, 32-35, 40, 42, 45

Dodge & Cox

29, 32-35, 40, 42, 45

Dreyfus Funds

29, 32, 33, 40, 42, 45

Edward Jones

41

E*Trade

41

Fidelity Investments

6, 8, 29, 32-42, 45

Franklin Templeton Funds

6, 8, 29, 32-40, 42, 45

JP Morgan Chase/Funds

6, 8, 29, 32, 33, 36-42, 45

Janus

29, 32, 33, 40, 42, 45

John Hancock Investments

29, 32-35, 40, 42, 45

Invesco

29, 32-34, 40, 42, 45

iShares

6, 8, 32-35, 40, 42, 45

Legg Mason Funds

29, 32, 33, 40, 42, 45

MFS Investment Management

29, 32-35, 40, 42, 45

Morgan Stanley/Investment Advisor

29, 32, 33, 40-42, 45

Nuveen Funds

29, 32, 33, 40, 42, 45

Oppenheimer Funds

29, 32-35, 40, 42, 45

PIMCO Funds

29, 32-35, 40, 42, 45

PNC

41

Principal

29, 32-35, 40, 42, 45

Prudential/Investments

29, 32, 33, 40-42, 45

Putnam Investments

29, 32-35, 40, 42, 45

Scottrade

41

State Street Global Advisers

29, 32, 33, 40, 42, 45

TD Ameritrade

41

TIAA

29, 32-35, 40-42, 45

T. Rowe Price

29, 32-35, 40-42, 45

Transamerica Mutual Funds

29, 32, 33, 40, 42, 45

USAA

41

Vanguard

6, 8, 29, 32-42, 45

VOYA/Investment Management

29, 32-35, 40-42, 45

Wells Fargo Bank/Funds

6, 8, 32-35, 40, 42, 45

Published September 18, 2018. This 47-page report features 34 data-intensive exhibits.

Investment -- Special Packages Available!

Investor Quantitative™ Database

$14,000 each

Special: 2 for $25,000

__ Investment Products & Asset Managers: Building Product Relevancy Through Customer Insights. Published September 18, 2018.

__ Money Movement: Insights to Outsmart the Competition as New Accounts are on the Rise. Published August 21, 2018.

__ Retirement & Funding: Building Informed Expectations About Sources of Income in Retirement.  Published June 19, 2018.

__ Income & Net Worth: Thirst for Liquidity and Other Actionable Surprises in Human Capital and Household Finance. Published May 16, 2018.

__ Stores & Success Metrics: Winning the “Hearts & Wallets” of Customers.  Published April 9, 2018.

Portrait™ Market Sizing

$25,000

__ Portrait™ of U.S. Household Wealth: Essential Building Blocks to Empower Strategy & Prioritization. Published March 15, 2017.


Explore Qualitative™ Series

Range of Pricing Options

Accumulators, Talking Finance With Friends: Insights Into Disruptive Trends in Savings, Digital Advice and Asset Management. Published July 19, 2018 -- get all modules or choose from the following:


$7,000. __ Key Insights Report: featuring the big ideas from the research and highlights from the six Qualitative Insight Modules  

$4,000 each. Qualitative Insight Modules

__ How Friends Influence Finance (Sentiment)
__ Social Uses of Technology (Exercise)
__ Role for Asset Managers (Exercise)
__ Investment Account for Future Health Care Expenses (Concept Test)
__ Banking and Investing Together (Concept Test)
__ Digital Investment Advice with a Planning Option (Concept Test)

$10,000 - Special Offer. Get Key Insights Report and 1 module of your choosing.  ____________________________________________ (indicate desired module)

Select the desired report(s) and send a signed copy of this form to info@heartsandwallets.com or fax to 800-930-0966. We will prepare a separate invoice for payment.

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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 to order 800-930-0966 x1

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