Opportunities for Asset Managers – Living Ratings of Law Firms 2025

Four key components to stand out

Now, more than ever, asset managers have the potential to stand out by focusing on the below four key components that drive meaningful connections, differentiate their brand and resonate with target audiences. These efforts not only elevate brand perception but also translate into tangible business outcomes, enhancing growth and client loyalty.

Brand amplification:
Use your brand as a growth tool.

Building awareness and familiarity among both existing and new audiences requires a clear and confident value proposition, a distinctive visual and verbal identity, and a consistent tone of voice.

The most successful firms use their brand not just to communicate — but to drive growth, create differentiation, and deepen trust. In today’s market, private markets are no longer a niche; they are central to how asset managers and private equity firms define their identity, growth story, and long-term competitive advantage.

Data and content:
Leverage insight to inform and inspire.

Content is most powerful when it’s precise, purposeful, and audience-led. The key is to tailor messaging and formats to reflect what different audiences truly value — using data and analytics to understand who’s engaging with what, and why.

Showcase expertise through focused thought leadership, educate clients about new products and emerging markets, and use performance insights to refine your content strategy continuously.

Humanity and connection:
Show the people behind the performance.

Connection builds credibility. Audiences want to understand who you are, not just what you offer. Make your experts visible and your culture tangible by surfacing authentic voices across your channels.

When your people and leadership are seen and heard, the brand feels more relatable, and the relationship with your audience becomes stronger, more human, and ultimately more enduring.

Helpful technology:
Use innovation to empower your audiences.

Technology should make engagement simpler, smarter, and more personal. Thoughtfully integrating AI, interactive tools, and intelligent search can transform the user experience — enabling customisation, relevance, and accessibility.

When technology works seamlessly, it demonstrates not only digital capability but a genuine commitment to meeting client needs in a modern, intuitive way.

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

No. 1

AlllianceBernstein

A story of excellence and authenticity

No. 2

State Street IM

A story of bold brand evolution and intelligence

No. 3

Aviva Investors

A showcase in distinctive branding

No. 4

Nuveen

A study in clarity and consistency

No. 5

Janus Henderson

An expression of brand language and connection

Creating difference

For over two decades we’ve used our deep sector knowledge, uncompromised thinking and award-winning creativity to help our clients in the financial, professional services and technology sectors. We create difference through branding expressions that engage, digital experiences that disrupt, and integrated advertising campaigns that drive results.

Driven by our brand values of thoughtful, specialist, determined, genuine and independent since day one, we are passionate about what we do and continue to evolve and grow in an ever-changing business environment.

Find out more about how we help our clients.

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.