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Which Record Keepers and DCIOs Have the Top Brands?

What does it take to be a top DCIO provider? According to recently released brand equity research by Cogent involving plan advisors, having a strong retail brand is key, along with owning a record keeper. For record keepers, experienced advisors are looking for support and value for the dollar. The survey, conducted late last year, polled more than 300 plan advisors with at least $10 million in DC AUM.

The advisors with more than $50 million AUM — classified as “elite” by Cogent — were focused on value for the dollar and providing more guidance on fee disclosure. Cogent’s Linda York noted that value does not necessarily mean cheap. The record keepers that scored well on Cogent’s band equity list were easy to do business with, provided online self-service for the advisor, helped with participant education and had high-quality wholesalers.

Cogent’s top 10 DCIOs and record keepers based on brand equity include:

DC Investment Managers
1. Fidelity Investments
2. American Funds
3. Vanguard
4. John Hancock Funds
5. Principal Funds
6. BlackRock
7. Franklin Templeton Investments
8. PIMCO
9. OppenheimerFunds
10. ING

DC Plan Providers
1. Fidelity Investments
2. American Funds
3. John Hancock Financial Services
4. Principal Financial Group
5. Great-West Retirement Services
6. Nationwide Financial
7. Vanguard
8. ADP Retirement Services
9. Transamerica Retirement Solutions
10. Ascensus

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