High expectations for asset management amongst Britain's financial media

Strong stock market performance at the beginning of the year has contributed to heightened expectations for the country’s asset management sector. Our annual survey of 194 personal finance journalists, which includes interviews with 142 investments specialists, shows the industry has over a third (36%) of personal finance writers expecting the sector to improve its reputation over the coming year. This places it ahead of the banking, wealth management, pensions and general insurance sectors in the minds of the country’s top journalists. Despite these heightened expectations, journalists are more polarised when comparing the current state of the industry against its pre- financial crisis image. When we asked journalists how much time they thought it would take for the reputation of the asset management sector to return to pre-crisis levels we received a range of feedback. Almost a quarter of journalists had a positive view, feeling that the sector’s image amongst the media was either at pre-crisis levels, or would be within the year. However, almost half of journalists interviewed (45%) took a medium-term view, expecting a full recovery in one to five years, and over a quarter (26%) more pessimistically and felt it would not happen for at least another 5 years. Whilst the asset management sector continues to face challenges, a number of companies are viewed positively by these journalists. Out of 64 financial services companies we benchmarked for being viewed favourably by journalists, six asset management companies are in the top-twenty. We should not underestimate the importance of press relations influencing this view, as five of these asset management companies are also top-twenty for their press relations performance. The asset management companies that are communicating effectively, that explain their products clearly and display their value for retail investors, are more likely to be viewed favourably by journalists.

By setting the standard for competitor’s communications teams, and delivering returns for their investors, these companies are leading the recovery for the sector’s reputation.

• For further information on the survey results, please contact the survey manager Chris O’Brien.