As investor participation in mutual funds continues to grow rapidly, AMCs are playing an increasingly important role in investor education. However, a study by Eminence Strategy Consulting suggests that despite ongoing awareness initiatives, a large section of investors still does not associate their learning journey with any specific fund house.
According to the study, nearly 28% of investors could not recall a single AMC that helped them learn about investing. However, among investors who were able to identify AMCs, HDFC Mutual Fund emerged as the most recalled at 14%, followed by SBI Mutual Fund at 13% and ICICI Prudential Mutual Fund at 11%. Together, these three AMCs account for nearly 40% of overall investor recognition.
The study also found that digital-first investment platforms are increasingly emerging as important investor education channels. Platforms such as Groww and Zerodha are becoming key touchpoints, with many investors associating these platforms with where they first understood investing and began their financial journey.
Another notable finding was the presence of PPFAS Mutual Fund, which despite its relatively smaller size, stood out in investor recall. The study attributed this to the fund house’s transparent communication, strong fund manager visibility and philosophy-driven messaging.
Where are investors turning for mutual fund education?
The study found that educational content emerged as the biggest source of investor learning at 31%, followed by advisor guidance at 17%, simple educational communication at 14% and market insights at 12%.
Investors said they primarily learned through webinars, videos, articles, advisor conversations, app-based tools and regular market updates rather than one-time campaigns.
This reflects a larger shift within the industry, where investor education is increasingly becoming a long-term trust-building mechanism rather than simply a brand-building exercise.
Strategies AMCs can adopt to strengthen investor engagement
The study suggests that AMCs need to strengthen communication strategies by making fund managers more visible, simplifying investor education content, building stronger onboarding journeys for first-time investors and improving long-term customer experience through better transparency and support.
As competition intensifies, the message is becoming increasingly clear – the institutions that educate investors consistently and build trust through communication are likely to emerge stronger in the long run.
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