kasina has released its list of Online Leaders in Asset Management, and two firms from Beantown have come out on top as the choice du jour for advisors.

Specifically, the top ranked firm in this year’s list is Putnam Investments, followed by BlackRock with Fidelity Investments rounding out the top three. All three firms have elements that build awareness, consideration and loyalty with advisors online, according to kasina.

The report also reveals that, aside from the short list of leaders, the online efforts of most asset managers and insurers remain subpar. For example, just 23% of firms offer any level of personalization on their sites, and only 3% offer mobile sites. Few integrate options to rate and comment on content, even though social capabilities that are valued by advisors are routinely available to them on news and industry sites such as Bloomberg or Morningstar.

“Our research shows that nearly two-thirds of advisors don’t use asset managers’ sites because they’re getting the information they need elsewhere,” stated Julia Binder, Director of e-Business Research at kasina and the report’s principal author.

“That means asset managers need to deliver their value to where advisors are – on news, industry and social sites.”

kasina surveyed sales executives representing 26 asset management and insurance firms and reviewed 48 asset management websites for financial intermediaries.

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