Among financial services firms well known to investors, affluent investors have the most favorable impression of Fidelity, Vanguard and American Funds. This is according to a Phoenix Marketing International survey of 850 investors age 35 to 64 with household income and investable assets, excluding workplace retirement plans, of at least $100,000 conducted this past November.

In terms of brand recognition, Fidelity and Vanguard got top marks. Asked to name the top retirement product provider, respondents pointed to Prudential and John Hancock.

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