Following the financial crisis, advisers are most likely to recommend financial services companies they perceive as ethical and trustworthy, Phoenix Marketing International research shows. Conducted this past November, the Phoenix study shows that American Funds, Vanguard, John Hancock, Franklin Templeton and Fidelity command the most favorable impression among firms well known to advisers. In terms of brand recognition, advisers cited Hancock, Prudential, Vanguard and MetLife as leaders.

In light of the fragile economic and market environment of the past two years, “advisers consider it most important that financial services firms conduct business with the highest ethical standards and are perceived as companies their clients can trust,” said Sarah Thompson, a vice president at Phoenix. “Consistency of product performance and strong industry ratings are also highly valued. The most effective advertising successfully reinforces these critical brand strengths.”

Phoenix conducted its survey among 950 financial advisers who sell securities, retirement services and/or insurance products.

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