BlackRock Retains Top Spot in Fund Brand 50 as Capital Group Climbs
BlackRock holds first place for a second consecutive year in the 2026 Fund Brand 50 survey while Capital Group climbs to second and Vanguard drops to third. U.S. fund selectors ranked 'Solidity', 'Client-oriented thinking' and 'Appealing investment strategy' as the top three brand attributes, with team stability rising to fifth.
1. U.S. FB50 Rankings
The 2026 U.S. Fund Brand 50 survey ranks BlackRock first for the second year, Capital Group up one spot to second, Vanguard down one to third, and JPMorgan Asset Management and Fidelity holding fourth and fifth. PIMCO moves to sixth, First Trust to seventh, Franklin Templeton remains eighth, T. Rowe Price rises to ninth, and Goldman Sachs reenters at tenth.
2. European and Global FB50 Rankings
Globally, BlackRock retains the top position with gains in 'Expert in what they do' and 'Solidity', while JPMorgan AM leads in Germany and Amundi claims top spot in France. In Europe’s top ten, JPMorgan AM and Fidelity hold second and third, Pictet falls to fifth, Schroders and UBS each advance one rank, and Robeco slips to ninth.
3. Brand Attribute Trends
U.S. selectors rank 'Solidity', 'Client-oriented thinking' and 'Appealing investment strategy' as the top three attributes, with 'Stability of investment management team' jumping from seventh to fifth. In Europe, 'Appealing investment strategy' remains first, while multiple attributes tie for second and fourth, underscoring the need for a complete brand package.
4. Industry Implications
The report highlights nearly 1,000 new active ETFs launched in 2025 versus only 95 new mutual funds—a 52% decline from 2024—and 262 more mutual fund closures than launches. This structural shift signals rising demand for advanced analytics and innovative product development, reinforcing the value of comprehensive fund-buyer intelligence.