October 2016 – Fund Profile Pages

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 Mutual Fund Monitor – Advisor coverage group firms.

The majority of coverage group firms’ profile pages include interactive features—such as charts and graphs with mouse-over capabilities—to increase visual appeal and engagement. Several firms allow advisors to view data as both charts and tables, and some even let advisors customize key attributes and benchmark indices or compare funds. Nearly every firm’s product pages include hypothetical growth charts. Since our last review in 2014, we have also noticed an increase of firms using long-scroll, single-page design.