Which top asset managers boast impressive websites to match? Check out BlackRock, John Hancock or J.P. Morgan Asset Management's websites, to name a few, according to kasina's report released on Monday.

The 11th annual study, Top 10 web sites for financial intermediaries, identifies greater customization, enhanced interactivity, and the effective use of complex technologies to simplify web site usage as key traits offered by leading websites.

BlackRock, which has placed in the top ten for the past three years, ranked first this year, owing to various features that allow users to complete tasks while conducting research simultaneously and its ability to address difficult client questions.

“A few of the firms were head and shoulders above the rest," kasina spokesperson Eric Daugherty told The MFWire. "When kasina polled advisors for a different report, we found that advisors said sales ideas and business-building tools are most important to them and BlackRock's tool center is a great example of a firm giving advisers exactly what they said they were looking for. In addition, BlackRock provides tools and instructions for how to use these tools with clients."

Placing second, John Hancock won praise for highlighting the firm's history and “taking great pains to put its brand and values out there,” Daugherty said.

Coming in third place was J.P. Morgan Asset Management, which was the most improved player in 2009, jumping up from 9^th place in 2008. The other leading websites highlighted in the report include (by rank order) American funds, Fidelity, DWS, Vanguard, Putnam, Franklin Templeton, and in tenth place, Oppenheimer Funds.

Putnam grabbed a spot this year after having fallen off in 2008.

Interestingly, kasina researchers did not see any major overhauls or site redesigns among top asset managers, however, Daugherty indicated that one or two firms are currently in the process of redesigning their websites.
The report, which derived its rankings by evaluating factors such as availability, quality, and user experience, suggests that the best websites are able to bring data to the surface in an accessible and streamlined fashion – which in turn, minimizes headaches and makes advisors' lives easier. 

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