Are your customers old & grumpy?

What do investors really think of their chosen fund managers? Not a lot, at least in some cases.

This is particularly true for older investors. Every quarter we speak to over 1,500 retail fund holders in the UK to find out what they think about their fund managers.

Between 70-80% of people state that their managers offer good overall value. This fluctuates significantly, however, depending on the managers they invest with, their gender and so on.

There are a whole range of different factors which influence how investors feel about the firms they entrust their savings to, but one of the most important is age.

You can see from this chart that age a significant factor - with a drop of 11-12 percentage points between the top and bottom age brackets when investor's are asked if they feel their managers are delivering value.

What does all this mean? Are older people just more cantankerous? Well, maybe. As today's younger investors age, if they follow the current pattern they'll become more demanding as their expectations change with age.

Perhaps we just get grumpier as we get older and there is nothing that fund managers can do about it. Shrug. Or perhaps by better understanding the profile of your customer base (and those customer you hope to appeal to in the future), asset managers can shape their communications, engagement and interactions accordingly.

To understand how your brand is seen by customers, benchmark against competitors and understand what shapes investors attitudes and expectations, speak to us about our Fund Investor Tracker.