RJ and Makay

Last month Cerulli Associates announced the use of an “opportunity index” in one of its studies to help asset managers focus their distribution efforts.

The new rating tool, used in Cerrulli’s study “Managed Accounts: Asset Manager Distribution Roadmap,” evaluates specific sponsors according to characteristics that make them more or less attractive to managers looking for access or wanting to grow assets on their platforms. These characteristics include momentum, total asset growth and size, and growth of the advisor force.

Morgan Stanley Smith Barney scored highest among sponsors across each best practices category, Cerulli said. Bank of America/Merrill Lynch, Wells Fargo Advisors, UBS and RBC Wealth Management followed.

Morgan Stanley Smith Barney scored highest for best practices in every category, in a new study released by Cerulli Associates called “Managed Accounts: Asset Manager Distribution Roadmap.” The study rates specific sponsors based on certain characteristics that make them more or less attractive to managers looking for access or wanting to grow assets on their platforms.

The characteristics being rated include momentum, total asset growth and size, and growth of advisor force.  This rating of sponsors is also known as Cerulli’s “Opportunity Index” because asset managers can use it as a framework to prioritize sponsor-discretionary platforms and advisor-directed platforms. Morgan Stanley Smith Barney is followed by Bank of America/Merrill Lynch, Wells Fargo Advisors and UBS.  RBC Wealth Management ranked number five on the list, primarily due to its successful recruiting of wirehouse advisors, to whom it gave managed account programs similar to the ones they had at the firms they left.