Top Selling Funds

Who's topping the fund charts on direct platforms? Less than 2 weeks off revealing the Q3 stats for DIY investing in the UK, we can reveal the top selling funds on platforms at the end of Q3 2018.

We analysed gross fund buys across direct platforms which have over 70% market share of DIY assets.

As at September 2018, the funds most likely to be in the top 10 list by gross sales, and therefore those getting the People’s Vote, are

  • Fundsmith Equity
  • Lindsell Train Global Equity
  • Baillie Gifford American
  • Baillie Gifford Global Discovery
  • Vanguard LifeStrategy 100% Equity
  • Vanguard LifeStrategy 60% Equity
  • Vanguard LifeStrategy 80% Equity

We’re digging in to how customers make these decisions.

We know that there are significant differences by both age and gender. Data analysis suggests that for any one age bracket, just 4 of women’s top 10 funds by £ holding will tend to overlap with men’s. But gender differences are more nuanced than a simple asset class or regional slant.

As you’d expect, age does dictate selection and income funds are clearly more popular with older investors as you’d expect. Although people as ever don’t always follow neat rules. 

What about the Best Buys lists?

Well – of Hargreaves Lansdown’s top 10 funds by gross sales in May 2018, 5 of these were in the Wealth 150. Of those which weren’t, 3 were Hargreaves own funds.

Over at AJ Bell and just 2 out of their 10 best-sellers were in the Favourite Funds list, if you exclude their own. In addition 4 of the top selling funds are now AJ Bell Youinvest funds.

10 out of Fidelity’s top 50 favourite funds are own-brand ones. 

So obviously these Best Buy lists have an impact but are not the be all and end all.

Terry Smith is like the X Factor’s Wagner – he’s not in any analyst's favourites but the public still love him.

However the slice of the pie is being dramatically reduced by ‘pesky’ Vanguard and platform own-brand funds. Leaving active fund managers a much smaller share to play for. In this reduced space, arguably securing a slot on these buy lists is a key way to play, but not the only game in town.


New Quarterly Data Digest service

We've launched a new data service, conveniently delivered as a quarterly presentation and online portal access.

We're going to have two core versions;

  • one for providers which covers:

DIY Investing market data, stats, market shares, consumer feedback and trends.

  • And one for consultants and fund managers who want to understand the lay of the land, product trends and strategic insight.


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