2020-2025 | Asset Management Industry Market Sizing Report
The Asset Management Industry Market Sizing Report enables asset managers to identify opportunities across the investment fund landscape and benchmark expectations for their businesses over the next five years. A deep dive into key factors driving future asset and flow growth, this report helps firms develop their product, sales and distribution strategies.

This report dives into capital market, industry, demographic, and household wealth trends to project assets and flows across asset classes, product types and distribution channels through 2025. Proprietary data and analytics drive our outlook for mutual funds and ETFs (active and passive), SMAs, 529 plans and variable annuities sold through the intermediary, direct-to-investor, retirement, and institutional channels.
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The Asset Management Industry Market Sizing Report is organized to examine the current state of affairs and consider the implications of our forecast through different lenses.
  • Section 1: After the Pandemic – The COVID-19 pandemic triggered a digital leap in how the public trades, saves, and invests, accelerating shifts in the product and distribution landscape already underway. Section one summarizes the implications of these shifts and the impact on our five-year outlook.
  • Section 2: Wealthier Households, Changing Demographics – Section two explores the promising state of household finances across demographic groups. An aging population poses challenges to growth, but record wealth and generational change promises new opportunities for asset managers.
  • Section 3: After Post-Pandemic Bump, Slower Growth Ahead – Demographics—and a sea change in fund buying behavior—will impact which asset classes see new flows. Section Three details how these factors shape our projections. This section also forecasts active/passive market share and discusses emerging opportunities in ESG investing.
  • Section 4: The New Product, Distribution Landscape – Technological and operational innovations are reshaping how funds are sold. Section Four outlines their impact on asset growth across distribution channels and product types. We consider how commission-free trading, “custom indexing,” and model portfolios will impact asset managers.
  • Section 5: Appendix – The appendix provides a detailed year-by-year breakdown of assets and net flows across asset classes, active and passive strategies, distribution channels, as well as mutual funds, ETFs, SMAs, VAs, 529 plans, and closed-end funds. Includes alternative bull/bear scenarios.
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