March 2018 – How Do Your Funds Stack Up?: Review of Fund Profile Pages

Fund product pages allow financial advisors to stay abreast of fund strategies, performance and risk data, expense details and benefits, thereby helping them sell products and manage client portfolios more effectively. Product profiles need to be detailed yet concise enough that all information can be easily interpreted. This report examines the fund profile pages offered by Asset Management Monitor – Advisor coverage group firms.

Of the 19 firms covered in our last review in 2016, 21% have completely overhauled their product pages in terms of overall design, navigation structure and content. A third of firms made design enhancements, such as the addition of a robust header or sharing icons. Nearly half of firms (47%) have not made any changes. In comparison to our 2014 analysis, we saw fewer firms undergo major changes to the fund profile pages, as firms opted to maintain their adopted aesthetics. Most firms boast attractive, responsively designed profiles that effectively highlight key data and make navigation seamless. Since our last review, we saw more firms implement long-scroll, single-page design instead of the traditional intrapage tab format. Most firms in this report provide interactive features on the fund profiles to increase visual appeal and engagement. Leaders in this report excel in offering customization options for performance charts and graphs, benchmark indices, sharing features and comparison tools. Firms should continue to integrate tools and related resources to create a one-stop shopping experience.

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