CAMBRIDGE, Mass. — Investors are more concerned about with whether a mutual fund company will be around for the long term than a fund's actual performance, according to a new Cogent Research survey.
The survey of 4,000 affluent and high net worth investors showed that in the current environment, combined perceptions of a firm's financial stability and range of products is a more significant driver of customer loyalty than perceptions about short- and mid- term, and consistency of investment performance.
In another part of the survey of fund companies, nine out of ten said they have more customers at risk of defecting than remaining loyal.
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