Financial advisors follow a remarkably consistent playbook when evaluating new fund allocations. They start with what’s familiar, but they don’t skip the rigor. This research reveals the complete decision journey, where incumbency provides an advantage, where marketing can still break through, and what ultimately determines a fund’s selection. For asset managers, these dynamics clarify where positioning matters most, where traditional influence still dominates, and where
fundamentals ultimately decide. Whether you’re defending a position in the consideration set or fighting to get in, this report maps the terrain.
