From Fund Intelligence by Ben Strack
Barclays Wealth Management and Federated Hermes are the only asset managers that communicate at a reading level understood by the average consumer, new research shows.
Published by VisibleThread, the 2020 Asset Management Clarity Report analyzed 60 of the largest asset management firms by reviewing more than 5,800 web pages.
The average North American consumer reads at an eighth-grade level. Though many firms argue that their audience is sophisticated and can understand complex content, studies show the more knowledgeable someone is, the less tolerant they are of jargon, the report argues.
“Highly educated people prefer simpler language that allows them to rapidly understand a message,” it states. “Added complexity breeds mistrust irrespective of education levels.”