Living Ratings of Asset Managers 2025
The brand and digital intelligence of the world's leading asset managers
Welcome to the Living Ratings of Asset Managers 2025
Amplifying your brand
Following on from last year’s theme, “Building Brand, Building Reputation,” this year’s focus is all about amplifying your brand — ensuring it’s not only visible but also meaningful, differentiated, and future-ready.
Over the past year, we’ve seen an unprecedented level of brand activity across the sector. Around 10% of the Top 100 firms have undergone a rebrand or repositioning, while many others have launched high-profile brand campaigns aimed at sharpening their market presence and reinforcing their purpose.
At the same time, the rise of Private Markets and the growing democratisation of alternative investments has signalled a new era of investing. This shift has expanded the landscape, bringing more private equity and alternatives firms into the Top 100, alongside a wave of new partnerships between traditional asset managers and private equity players.
Such rapid business and sector transformation demands brand transformation. The question for firms now is clear: how do you position and amplify your brand so it remains relevant, distinctive, and memorable — not just for existing audiences, but for the next generation of investors?
We hope you enjoy our first fully online experience for the Living Ratings of Asset Managers and if you have any feedback or questions, please do not hesitate to drop me a line.
Kate Shaw
Co-founder and Chief Excecutive Officer, Living Group
Would you like to learn more?
If you are interested in scheduling a meeting with our research and creative specialists to gain insights into your firm's performance or to explore how your brand and digital presence could benefit from a tailored Ratings analysis, please reach out to Mark Stephenson.
Our methodology
In June, July and August 2025, our analysts reviewed the brand and digital intelligence of the world’s leading asset managers – source: © IPE Top 500 Asset Managers, published in June 2025.
Each of the 100 firms was rated through the eyes of an intermediary and measured against 100+ criteria, including several new metrics covering engagement (website functionality and the social media channels used) and evidence (brand and content on website and social media).
With digital experiences playing a crucial role in conveying the essence of a brand, our analysis highlights how effectively these asset managers communicate their identity and value through digital channels.
Explore the results
We reveal the 'Top 100,' leaders in engagement, and leaders in evidence.