(Bloomberg) -- Financial advisers who once shunned Vanguard because it didn’t pay commissions are now among the fund giant’s best customers.

Money from brokers and independent advisers accounted for about 50% of the $225 billion Vanguard has brought in this year, topping cash from individuals or retirement plans, according to company data. While Vanguard is often associated with mom-and-pop investors and 401(k) accounts, this group of professionals now accounts for about a third, or $1.3 trillion, of the firm’s assets. That’s as big as its individual investor business, the traditional leader.

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