How do financial retailers rate asset managers in Japan? IJ’s sister publication, Ma-Do magazine asked toshin (Japanese mutual funds) retailers nationwide to name their top picks for asset management. The poll was conducted online in September and October 2021. N=292.

Respondent Attributes

Respondents represent a variety of financial Institutions.

Most respondents (79.1%) engage in sales, while 13.7% participate in product selection and planning, and 7.2% perform "other duties".  Their positions include rank and file employee (38.4%), supervisor (21.2%), manager (20.5%), branch head/department head (11.6%), and board member (8.2%).  They range in age from their 20s to 60 and above, but most are in their 30s (30.1%) and 40s (27.7%).


The survey asked financial retailers to rate asset managers by overall performance and performance of certain functions.  Statistics were calculated separately for Japanese firms (26) and foreign firms (22) because the scale of human resources and sales strategies differ, making it difficult to evaluate them on the same basis.