There are some good examples of clarity, but all too often the world's asset managers' websites are difficult for users to understand, a survey says.

A study of 69 major asset management firms worldwide shows that their websites are generally tough to read in general although there are some stand-out performers.

Only one firm, Putnam Investments, ranked close to the “ideal” as set by the Visible Thread Web Clarity Index for asset management websites this year, published late last week. 

The survey looked at readability; how much websites use the active rather than passive voice; length of sentences and use of complex, difficult-to-grasp terms. 

On a range of scores where zero is bad and 60 is ideal, average readability was 36.22, the study showed.

Behind Putnam in top spot were Boston Partners (2), Vanguard Asset Management (3), J Safra Sarasin (5), MEAG (5), PGGM (6), Caisse de Depot et placement de Quebec (7), La Banque Postale Asset Management (8), AllianceBernstein (8), and Swiss Life Asset Managers (10).

At the bottom was Standard Life Investments. Asked about its low ranking, a spokesperson said: “As a responsible asset manager, Standard Life Investments (SLI) recognises the importance of communicating clearly with clients through its website. We strive to provide accurate descriptions of our products and processes, in as easy to understand language as possible. We also provide in-depth training for all members of the investment writing team, using the latest guidance from the Plain English Society.”

“We have worked extensively with the Wisdom Council to review, revise and gain feedback on the content and structure of our various websites. We have also held focus groups, to gather direct investor feedback on our content. All our website copy is now reviewed by the Wisdom Council on a 6-monthly basis,” the spokesperson added. 

Just above Standard Life Investments, at 68, was Mellon Capital Management.

(Editor’s note: Clarity is king. There’s no excuse for clunky expressions, jargon or “industry-speak” in financial services. Even the most supposedly sophisticated private clients want advisors to talk and write clearly. Also, clients are likely to be suspicious about pretentious expressions. It goes without saying that we hope our own news service lives up to high standards of plain language.)