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.

Determined asset managers recognise the potential of useful digital functionality backed by a client-focused channel strategy. They can then create appealing and relevant content in a variety of media including graphics, audio, animation and video that captivates, informs and motivates the target audience.

Determined asset managers promote a clear purpose. They offer the user informative brand-driven messaging, relevant subject matter and the kind of insight that shows a deep understanding of client issues and interests. This demonstrates the ability to help clients succeed.

Explore the results

We reveal the 'Top 100,' leaders in engagement, and leaders in evidence.

Each of the 'Top 100' global asset managers rated and ranked.
Who are the 2025 engagement leaders in the asset management industry?
Which asset managers are leading when it comes to brand and content?

An in-depth look at our 'Top 5' rated asset managers

More Living Ratings reports

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