Fidelity leads the fund firms for multi-ties, with 58 per cent of IFAs including the company among their top four choices.
In a bid to consolidate its position among IFAs, Fid-elity is offering cash incentive for advisers re-registering existing holdings on its platform FundsNetwork.
Jupiter is placed second in the poll with 42 per cent and Invesco is third on 36 per cent, with New Star fourth on 26 per cent. Skandia again performs well, taking fifth with 21 per cent. Newton is sixth with 19 per cent, Gartmore seventh on 13 per cent and Artemis eighth on 11 per cent M&G on 9 per cent and Threadneedle on 8 per cent complete the top 10.
Fidelity Investments managing director UK Robin Threadgold says: “What distinguishes us from our competitors is our commitment to the fund management business and the combination of our depth and breadth of investment talent. We are delighted these attributes have been recognised.”
Thorn Financial Management director Martin Morris-Cole says: “People are inclined to look primarily at the fund manager, just the banner, when they should be looking at who manages which funds. Once a good guy leaves, the good advice usually goes too.”