Institutional Investors Say Market Commentary and Thought Leadership Directly Influence Asset Manager Selection, Core Data Research Finds

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BOSTON--(BUSINESS WIRE)--Sep 24, 2025--

Nearly six in ten (59%) institutional investors say their likelihood of investing with one asset manager over another is directly influenced by the market commentary and other thought leadership managers put out, according to new survey data released today by CoreData Research. The findings help to answer a key question: Is thought leadership worth the investment of time and energy given the reams of content in the asset management space? Yes, if done right.

CoreData Research surveyed 132 institutional investors and 22 institutional c/.onsultants who collectively manage or oversee more than $4.9 trillion in assets, to better understand what constitutes true thought leadership and the role it plays, if at all, in manager selection.

While the results appear to validate one of the cornerstone strategies asset managers use to differentiate themselves amid intensifying competition for attention and assets, the study also reveals a gap between the content many managers are delivering and what investors want.

“We found that thought leadership is indeed a core part of the asset manager evaluation process, exerting even more influence than many realize,” said Michael Morley, head of CoreData Research U.S. “The challenge is producing content that drives behavior. Finding that sweet spot is crucial for resource allocation, especially as asset managers continue to see their margins squeezed.”

Thought Leadership is Strongly Linked to Manager Consideration

The findings show that the three most influential factors shaping investors’ perception of asset managers are table stakes: Robust risk management, compelling investment philosophy, and investment performance. So where does thought leadership come into play?

• 49% of investors say thought leadership helps validate manager expertise.
• 54% report that it increases confidence in a firm’s investment philosophy and process.
• 70% agree that to "own" a particular theme or asset class, managers must have both a strong track record of investment results and consistently deliver thought leadership.

The most widespread reported impact of thought leadership is that it drives a higher level of engagement with asset managers, according to 82% of investors surveyed. Specifically, 36% say it has led them to associate a firm with an emerging trend or theme while one in three (30%) have associated a firm with an asset class or product they traditionally have not been known for. Nearly one in four (23%) say thought leadership has led them to a firm they had never heard of before.

CoreData’s analysis reveals a strong statistical correlation between two facets of thought leadership and asset managers’ brand equity: Unique perspectives and quality of ideas. This linkage between thought leadership quality and brand strength holds up even among those institutions who see insights as less influential on manager selection, suggesting a strong subconscious impact. A handful of asset managers rise to the top of brand favorability ratings in direct connection with thought leadership scores based on these factors. Most, even prolific content creators, are in a crowded middle of the pack.

Importantly, a “unique” perspective does not necessarily mean contrarian or overly provocative, with fewer than half (42%) believing that thought leadership must take those stances to rise above the noise. This suggests that insights which advance industry dialogue or go deeper on a trend can be as effective as going against the consensus. Thought leadership track record also matters. More than half (56%) of institutional investors actively look back to see which asset managers have been the most accurate in their past insights and predictions.

“Getting attention is critical but managers risk cheapening their brand for clicks if they are deliberately contrarian or publishing just for the sake of it,” added Morley. “Getting predictions wrong, publishing “me too” content that doesn’t add anything new to the discourse, failing to provide clear evidence or actionable investment implications is where thought leadership often goes astray.”

Investors Want More Actionable, Relevant Insights

Nearly all (99%) investors confirm that asset managers’ thought leadership influences their investment decisions, with 48% saying it has challenged their thinking on strategic asset allocations and portfolio construction. About four in ten say the same with respect to tactical allocations (39%) and investment process (38%).

The survey found:

• 51% of investors say a more direct link between insight and investment strategy would make thought leadership more valuable.
• 48% want more detailed evidence to back up managers’ rationale and viewpoints.
• 32% express a desire for more direct consultation from managers to help shape research initiatives around their specific priorities, showing the growing trend for a more collaborative approach to thought leadership.

For almost half of institutions, quality thought leadership offers clarity on complex macroeconomic trends (49%) and sheds light on emerging topics (47%), helping them stay ahead of the curve. The topics that are most in demand are geopolitics, macroeconomic trends, and asset allocation. Other priority topics include artificial intelligence/technology and ESG, although these are a lesser priority among U.S. investors compared to their global peers.

More detailed insights on the Power of Thought Leadership from CoreData can be found at https://coredatainsights.com/

Methodology

The 2025 CoreData Institutional Investor Survey is based on responses from 154 global institutional investors collected in Q2 2025. Respondents include public and private pensions, insurers, foundations, endowments, family offices, and institutional investment consultants.

About CoreData Research

CoreData Research is a global research firm providing research-driven insights on the priorities and challenges facing financial institutions, advisors and asset influencers. CoreData’s deep understanding of the broad financial services market is driven by world-class research capabilities and a global network of partners with a focus on fund management, wealth management, asset allocators, thought leadership and brand. Founded in 2002, CoreData has offices throughout Europe, the Americas and Asia-Pacific, with its U.S. headquarters in Boston. For more about CoreData and its insights, visit https://www.coredataresearch.com.

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CONTACT: Media contact

Jared Raymond

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KEYWORD: UNITED STATES NORTH AMERICA MASSACHUSETTS

INDUSTRY KEYWORD: FINANCE DATA ANALYTICS PROFESSIONAL SERVICES THOUGHT LEADERSHIP ASSET MANAGEMENT

SOURCE: CoreData Research

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PUB: 09/24/2025 07:00 AM/DISC: 09/24/2025 06:59 AM

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