The Top 20 Full Service Financial Advisors


Published: April 15, 2012
Length: 219 pages, 100+ charts
Author: Jon Samsel, editor & co-founder
Format: PDF

Brands Featured in this Report 
Ameriprise, Axa-Equitable, Baird, Convergent Wealth Advisors, Deutsche Bank Wealth Management, Edelman Financial, Edward Jones, Fidelity, Genworth, HighTower Advisors, John Hancock, Legg Mason, Merrill Lynch, Morgan Stanley, Prudential, Raymond James, T. Rowe Price, UBS Wealth Management, Vanguard, Wells Fargo Advisors.

Heardable examined 20 brands for our latest online brand health benchmark report, "The Top 20 Full Service Financial Advisors." Vanguard was named the most effective brand in the group, scoring higher than all listed competitors, including Fidelity, Ameriprise, and Merrill Lynch.

Vanguard's brand health score of 644 out of 1,000 possible points beat its nearest competitor, Fidelity, by 10 points, or 1.55%, and surpassed third place Ameriprise by 30 points, or 4.66%. The gap between Vanguard and lowest-ranked UBS Wealth Management was 538 points, or 83.54%.

Top 10 Investment Advice Brands (ranked by Heardable Score)

1. Vanguard - 644
2. Fidelity - 634
3. Ameriprise - 614
4. Merrill Lynch 565
5. Prudential - 542
6. Baird - 539
7. Legg Mason - 536
8. T. Rowe Price - 520
9. Wells Fargo Advisors - 479
10. Raymond James - 475

So how did Vanguard rise to the position of category leader? Three areas of competence caught our attention: 

1) mobile user experience
2) social media participation
3) search optimization

Table of Contents

Executive Summary
Social Media Assessment
Content Sharing Assessment
Measurement Assessment
Website Usability Assessment
Search Assessment
Top 20 Brands: A Closer Look
About Heardable

Report length: 219 pages

Analyst Quote

"Vanguard understands that social media is a conversation engine, not an ad network, which allows them to act socially throughout the enterprise rather than simply broadcasting that they are a social brand," said John Sharp, CTO and co-founder of Heardable, Inc. "This subtle difference is what makes Vanguard's online engagement strategy more authentic than many of its competitors who may be popular, but have weak brand advocacy."

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