User experience report for the top 10 global asset managers digital touch points
Pattrn is a digital product and service design studio. Over the years we have gained significant experience in what good design looks like for global asset managers. We have used that knowledge to a UX report on the biggest global companies.
Industry wide opportunity areas
View MethodologyBlackRock
J.P. Morgan Asset Management
Vanguard
Fidelity
State Street
Top 5 common problem areas
Research attributes that have led to this discovery
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Research attributes that have led to this discovery
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Research attributes that have led to this discovery
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Research attributes that have led to this discovery
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Research attributes that have led to this discovery
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Industry wide opportunity areas
Move from static content libraries to guided decision journeys
Most asset manager sites still behave like publishing archives: lots of funds, insights, PDFs, market views, reports and product pages, but limited help for users trying to answer a specific question.
Make complex investment information easier to understand
The FCA has continued to focus on consumer understanding, with its 2026 good-practice summary stating that firms need coherent end-to-end communication design, testing, monitoring and governance under Consumer Duty.
Create genuinely personalised digital experiences
Personalisation is now a mainstream CX expectation. BCG’s 2025 research argues that companies leading in personalisation outperform laggards on growth, while only a small minority are currently true personalisation leaders.
Build trust through transparency, not just brand stature
Asset management brands often rely heavily on institutional credibility: scale, heritage, AUM, global presence and investment expertise. Those signals still matter, but they are no longer enough.
Replace fragmented journeys with connected client ecosystems
A common issue across asset manager websites is fragmentation. Users move between corporate pages, fund centres, insights hubs, country sites, campaign pages, portals, document libraries and third-party tools. The result is often a broken mental model.
Methodology
Research attributes
Pattrn reviewed a focused set of global asset management websites to understand how effectively they support institutional and professional investor needs.
The audit looked across core experience attributes including navigation, content structure, fund discovery, thought leadership, product presentation, user confidence, brand expression, accessibility and technical performance.
How we created the shortlist
We created the shortlist by selecting a representative group of global asset managers with comparable audiences, product complexity and digital ecosystems.
The list includes firms with strong international presence, established investment propositions and websites that need to serve multiple user types, markets and regulatory contexts.
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