Around the Industry: Columbia Management

by on Jun 24, 2013

Columbia Management is one of the asset management industry’s larger firms, boasting over $300 billion in assets under management. The firm was acquired by Ameriprise in 2010 and currently offers an extremely diverse set of funds. Columbia’s website reflects the company’s experience, offering visitors excellent online resources.

Homepage
Columbia’s homepage features many standard elements, such as a list of press releases, cycling banner images and links to the firm’s social media pages. The firm’s main homepage component is the Fund Spotlight section which displays information on ten of the firm’s most prominent funds including fund fact sheets and relevant commentaries for each fund. Next to the Fund Spotlight is the My Funds tab, which allows users to select specific funds to display on the homepage allowing site visitors a level of customization.

Columbia Homepage
Columbia Homepage

Fund Profiles
Columbia’s fund profile pages are divided into three sections: Overview, Performance and Portfolio Details. The Overview tab offers a fund summary featuring key components from the other tabs – asset allocation pie charts, performance tables, Morningstar ratings, etc. Based on the quality of the provided information and the pages’ visual presentation, Columbia’s fund profiles are comparable to some of the better examples in the online asset management space.

Columbia Fund Profile Page
Columbia Fund Profile Page

Tools & Calculators
Columbia offers a number of tools and calculators, seven of which focus on college savings. Many of the firm’s tools are powered by third-party providers and therefore share a similar appearance and interface. Overall, the tools are informative and easy to use.

Columbia Tools Results View
Columbia Tools Results View
Commentary & Thought Leadership
Columbia offers a fairly extensive lineup of commentaries, whitepapers and other thought leadership pieces. Most of the firm’s general market commentaries are posted in its Perspectives blog, utilizing a system of topic tags similar to those on BlackRock’s public site. Each blog entry is marked with one or more topic categories, such as Equities, Global Economy, etc.

Columbia Blog Topic Tags
Columbia Blog Topic Tags
 
Closing Thoughts
Columbia Management offers a strong online experience. The firm offers quality content, a good selection of tools and a solid visual design, putting Columbia’s public site on par with the best in the asset management industry.