Financial advisers rate Vanguard the No. 1 provider of exchange-traded funds, giving the company high marks on nine out of 10 metrics, Cogent Research found, in its 2010 Adviser Brandscape survey of 1,560 advisers. Vanguard rated a Net Promoter Score (NPS) of 33%, compared to market share leader Barclays iShares’ 20%.  NPS is a standardized loyalty metric developed by Bain & Co. and deployed across many industries, according to Cogent.

Among the top five ETF investment advisors, Vanguard was the only one to achieve gains in 2010. In 2009, 37% of producers said they invest clients’ money in Vanguard ETF, and in 2010, that rose to usage of 42%. By comparison, 90% of producers placed clients’ money in Barclays ETFs in 2009. This year, that figure edged down to 87%.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.