Earning Investors' Trust

How the Desire for Information, Innovation, and Influence Is Shaping Client Relationships

Why Trust Matters

What does it take for someone to put their capital at risk and entrust their funds to someone else to manage? The concept of trust lies at the heart of this question. Trust is a multi-layered concept, and it is essential to the proper functioning of capital markets. Without it, financial interactions would become more inefficient, costly, or cease. In this fourth edition of the CFA Institute investor trust study, we examine how trust in the industry has evolved, while the essential characteristics of trust endure.


CFA Institute and Greenwich Associates hosted a webinar on May 6, 2020, to discuss the report findings, highlighting the value of trust, particularly in turbulent times, and the role technology can play in building trust.

Trust Equation

Investment professionals and firms seeking to build trust and value can make use of the CFA Institute Trust Equation, first introduced in Future State of the Investment Profession. The two major components of trust are credibility and professionalism.

Market Snapshots

The factors that influence trust vary, and trust is not given uniformly across markets. Market snapshots highlight how trust is built around the world.

Survey Data

The Earning Investors' Trust data was collected by Greenwich Associates through an online survey of 3,525 retail investors and 921 institutional investors in October and November 2019. Markets included were Australia, Brazil, Canada, Mainland China, France, Germany, Hong Kong SAR, India, Japan, Mexico, Singapore, South Africa, United Arab Emirates, United Kingdom, and United States.

Take 15 Podcast

How can financial firms and professionals build trust? Can technology enhance trust? In this Take 15 episode, Rebecca Fender, CFA, and Bob Stammers, CFA, share their answers and findings from the CFA Institute Investor Trust Study 2020.