Baillie Gifford topples Schroders as top fund brand

Baillie Gifford's current Edinburgh HQ

Edinburgh-based investment giant Baillie Gifford has toppled London-based Schroders from the number one position in the prestigious annual rankings of UK fund management brands by Broadridge.

Schroders had been the top fund management brand in the UK section of Broadridge’s Fund Brand 50 (FB50) for the past three years.

But in the latest UK ranking, Baillie Gifford takes the number one brand ranking ahead of rivals including Schroders, Fidelity, Blackrock and Vanguard.

Baillie Gifford is headquartered in Edinburgh with offices in Buenos Aires, Dublin, Frankfurt, Hong Kong, Krakow, London, New York, Shanghai, Toronto and Zurich. It has £326 billion in assets under management and advice.

“While the drivers of brand were unique in each region, the most successful asset managers were all able to differentiate themselves to fund selectors,” said Mauro Baratta, Vice President, Distribution Insight, Broadridge.

“Those with scale and a wrap-around service provided the comfort blanket of robustness and reliability.

“At the same time, several investment specialist firms thrived with unique, high-conviction strategies drawing attention and recognition from distributors and end-investors.”


About the Author

Mark McSherry
Dalriada Media LLC sites are edited by veteran news journalist Mark McSherry, a former staff editor and reporter with Reuters, Bloomberg and major newspapers including the South China Morning Post, London's Sunday Times and The Scotsman. McSherry's journalism has also appeared in The Washington Post, The Guardian, The Independent, The New York Times, London's Evening Standard and Forbes. McSherry is also a professor of journalism and communication arts in universities and colleges in New York City. Scottish-born McSherry has an MBA from the University of Edinburgh and a Certificate in Global Affairs from New York University.