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Financial Advisors have chosen a new number 1 provider of ETFs in a recently released industry survey conducted by Cogent Research.

News:

According to the 2010 Advisor Brandscape™ report from Cogent Research, Vanguard has now emerged as the number 1 provider of ETFs amongst Financial Advisors, surpassing BlackRock’s iShares ETF unit. Based on a standardized loyalty metric developed by Bain & Company and deployed across many industries called the Net Promoter® Score (NPSSM), Vanguard achieved a score of 33% versus iShares’ 20% loyalty score.

Vanguard has captured Advisor’s loyalty across nine of ten critical areas of client experience and service. The top 5 ETF providers among Financial Advisors also show a new contestant in PIMCO who has burst onto the ETF scene having launched the passive Pimco 1-3 Year U.S. Treasury Index Fund just over one year ago. Like Vanguard, PIMCO has used its low ETF expense ratios and brand recognition as differentiating factors driving their ETF business.