2112 Group has launched its Global Asset Management Marketer's Sentiment Survey 2026, seeking to establish a recurring benchmark for how marketing professionals across the asset management industry view current market conditions, their organizations and their position relative to industry peers.

The survey, which opened September 9, is aimed specifically at senior marketing teams working within asset management. Rather than measuring consumer sentiment, the initiative focuses on marketers' own experiences and perceptions of the industry's current marketing environment.

2112 Group, a marketing agency focused on global financial brands, said the research is intended to create a broader view of asset management marketing by bringing perspectives from across the industry into a single research program.

The survey contains 21 questions and is designed to take approximately eight minutes to complete. Participants have until 23:59 on October 20, 2026, to submit responses.

Market Landscape

The survey arrives as financial-services marketing teams face a more complex environment in which brand positioning, digital engagement, audience expectations and competitive differentiation increasingly intersect. For asset managers, marketing also operates within a market where institutional reputation and investor communications remain important alongside evolving digital channels.

Against that backdrop, industry-specific benchmarking can give marketing leaders a way to compare perceptions and priorities rather than relying solely on broader financial-services marketing studies.

2112 Group is positioning the survey as a holistic view of marketing sentiment across the global asset management sector. The research is expected to examine how marketers perceive their current circumstances and where they believe their teams stand compared with peers.

Strategic Outlook

The initiative could become useful as a recurring industry reference if participation produces a sufficiently broad cross-section of asset management marketers. Its proposed annual format would also allow future editions to track changes in priorities and sentiment over time.

The research strategy extends beyond collecting responses. Participants will receive the completed report and related materials 24 hours before the public release, while 10 selected marketers will be invited to attend an in-person presentation and roundtable in London or New York.

The company also plans breakfast and virtual events around the findings, creating opportunities for marketers to discuss the results and their implications. Discussions at the selected roundtables will take place under Chatham House rules, according to 2112 Group.

Top Insights

• The 2026 survey opened September 9 and targets asset management marketing professionals globally.
• The questionnaire contains 21 questions and takes about eight minutes to complete.
• Responses are open until October 20, 2026.
• 2112 Group intends the research to become an annual industry benchmark.
• Findings will be supported by presentations, roundtables, breakfast events and virtual sessions.

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