When it comes to advisors' favorite exchange-traded fund (ETF) providers, Vanguard now takes the lead spot, according to a report released Tuesday by Cogent Research.
Cogent's annual Advisor Brandscape report, which polled 1,750 advisors across all channels with at least $5 million in assets under management, found that 60 percent of all advisors and 70 percent of brand users view Vanguard "very favorably," more positively than any other ETF provider.
While iShares remains the dominant market share leader, iShares slipped in favorability among current brand users, the Cogent research found.
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