Thanks to its parent's reputation as the largest US bank that emerged from the credit crisis unscathed, JPMorgan Funds has increased its share of the mutual fund business. Bloomberg picked up on Morningstar numbers that show JPMorgan attracting $16.8 billion of assets into its stock and bond funds this year through September.

George Gatch, head of JPMorgan Funds, told Bloomberg he seeks to sustain the market share the fund firm gained from the halo effect of its parent's performance.

He said JPMorgan laid out its ambition five years ago to become "a leading player in retail mutual funds." JPMorgan has 92 funds in its roster. 

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