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Financial Advisor Customer Experience Survey

Detailed survey about how financial advisors interact with and perceive asset managers across key customer experience dimensions

In a quickly evolving retail-distribution landscape, asset managers face pivotal questions around how to effectively engage financial advisors:

  • What are advisors’ needs, preferences, and decision-making drivers?
  • How do these differ by advisor size, product mix, and channel of distribution?
  • How can asset managers strategically deploy sales and marketing resources to prospect for, retain, and service advisors in an increasingly digitized industry?

The Financial Advisor Customer Experience Survey gathers detailed data from thousands of financial advisors about their satisfaction with specific asset managers.

Financial Advisor Customer Experience Survey
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Top-line metrics—including Net Promoter Scores—and deep dives on sales, service, marketing, and brand help asset managers analyze what really drives a positive customer experience and how they are performing relative to peers.

McKinsey’s Performance Lens experts meet with executives to review their organization’s scorecard, identify industry best practices, and prioritize customer experience improvement initiatives to drive long-term impact.

By the numbers


financial advisors surveyed annually


top asset managers scored


satisfaction metrics

Why Financial Advisor Customer Experience Survey

Link to value

Companies often struggle to measure the impact of investments in customer experience. McKinsey's research quantifies how improvements in a business's top-line satisfaction metrics affect gross and net sales at both the advisor level and the overall manager level.

Peer comparisons

The Financial Advisor Customer Experience Survey provides distribution executives with a view into their organization’s strengths and weaknesses relative to competitors on a broad set of customer-experience attributes. Our research helps asset managers clarify their customer experience value propositions and deliver a distinctive client experience.

Deep expertise

In addition to receiving granular survey results, companies gain access to the industry’s leading group of asset-management consultants, customer experience practitioners, and data scientists to help interpret the data. Our goal is to ensure that our clients take specific, sustainable steps to improve customer experience based on these key findings.

Learn more about Performance Lens Financial Advisor Customer Experience survey

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