Fund Investor Voices

Understand the investors who buy your funds and what makes them switch to a competitor

Asset managers often struggle to get a clear view of their end clients. Retail investors sit behind advisers, platforms, and intermediaries, making it hard to understand what really drives fund choice, switching behaviour, and brand perception.

With the rapid growth of the non‑advised segment, this lack of insight is no longer just inconvenient. It’s a commercial risk and a regulatory vulnerability.

Fund Investor Voices is our flexible research service that gives you direct access to real UK retail investors, including your and your competitor’s holders of funds, ETFs and investment trusts. Hearing from these consumers will enable you to make confident, evidence-based decisions

Competitor Positioning

A global asset manager wants to understand why its once‑popular equity income fund is losing ground to rival products among UK self‑directed investors. We recruit holders of both the client’s fund and competing funds to uncover:

➤ What drives fund choice

➤ How each brand is perceived

➤ Why investors are switching

➤ Which product or marketing levers matter most

The findings highlight the specific changes needed to regain momentum and improve competitive positioning.

Direct vs Indirect Fundholders

A fund manager distributes its funds through its own non‑advised platform and through third‑party platforms. We compare the experiences, attitudes, and future intentions of both groups to reveal:

➤ Differences in perception

➤ Experiential gaps

➤ Opportunities to improve

Marketing Campaign Testing

An investment trust is preparing a new campaign aimed at a newer demographic. Stakeholders worry it may alienate older existing holders.

We run a rapid survey with current investors to quickly and accurately get their thoughts, all without delaying the campaign's deployment.

The trust launches with confidence, backed by evidence.

Niche Product Development

A fund manager exploring an income‑focused fund wants to understand how non-advised investors think, choose, and evaluate products. We run targeted focus groups to explore:

➤ Needs and expectations

➤ Preferred features

➤ Messaging that resonates

Insights shape both product design and go‑to‑market strategy.