According to a recently released survey by FA Vision, a joint effort by strategy consulting firm Kasina and Horsesmouth, financial advisors prefer BlackRock’s iShares family of ETFs to 42 other ETF providers.
The survey asked 768 advisors to rank ETF providers in four categories: Wholesalers, Educational Programs/Support, Marketing Support, and Web Sites, and iShares received top honors in each category.
While iShares led across the board, other brands had strong results including PowerShares and State Street Global Advisors.
State Street’s efforts in creating SPDR University, helped it to a #2 rating in Best Educational Programs/Support, while PowersShares has supported its wholesaling efforts with strong marketing and Web site support, according to FA Vision Product Manager Hari Krishnaswami.
One surprise of the survey was the performance of First Trust. While not currently within the top ten of ETF providers in assets, it has created a strong impression amongst advisors, ranking in the top 4 in three out of four categories.
The survey gathered over 90 data points highlighting advisor usage of ETFs.
Was iShares ranked #1 because it's the market leader and more advisors are familiar with it? Or is iShares’ strong performance in these areas driving its continued market leadership?