FSF Insight 2023: Which asset managers have the best performing websites?

Alex Sword


The Financial Services Forum

LGIM, Royal London Asset Management and Walter Scott have the best-performing websites amongst UK asset managers for the second year running.

This is based on an analysis of the websites of the top 23 UK asset management firms by AUM, using the GTMetrix tool created by Carbon 60. The analysis takes into account a range of factors around the performance and structure of the site to assess how strong the user experience is on a site.

Overall, there was an improvement in website performance across the group over the last year, with the number of A grades across the sample rising by 50% across the group.

The biggest improvers were Aegon and Janus Henderson, with abrdn, HSBC, RBC BlueBay, Insight Investment and JO Hambro also making notable improvements in the timeframe.

However, some firms saw their website performance decline, with Investec seeing by far the biggest decline in performance, from a B-grade to an F. The site’s poor performance was because of large network payloads on its website, in particular a video in the header of the site which automatically plays when the user lands on the site.

A large video was also the primary reason for Schroders’ long loading times, with a video of 18.6MB featuring on the homepage.

The rankings are below:


Company 2023 Grade 2022 Grade
Royal London Asset Management A A
Walter Scott A A
Ashmore Group A B
Aviva Investors A B
abrdn A C
HSBC Asset Management A C
RBC Bluebay A C
Aegon Asset Management A E
Intermediate Capital Group AM B A
Insight Investment B D
Janus Henderson B E
Newton Investment Management C A
JO Hambro C E
Baillie Gifford D C
Jupiter Asset Management D D
Man Group D D
Prudential D D
Mondrian Investment Partners E D
Ninety One E D
Schroders E D
Investec F B


Analysis was conducted on 31 May 2023.

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