U.S. Asset Allocation Model Portfolios 2023

Using Technology to Enhance the Model Portfolio Experience

Define Future Asset Allocation Model Portfolio Opportunities

  • Gain a deeper understanding of the modifier persona for asset allocation model portfolio users
  • Explore the operational infrastructure that facilitates model portfolio functionality
  • Learn about fees associated with managed accounts, model portfolios, and investment products
  • Evaluate how model providers are offering customized solutions for model portfolios


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Advisors are increasingly looking for assistance when it comes to portfolio construction, either through resources provided by their own firm or through assistance from asset managers and third-party strategists. Demand for these services can be expected to increase as more managed account sponsors propose advisors spend less time on portfolio construction and more time on goals-based planning and client acquisition. Use this report to define and size the current and future opportunity in the asset allocation model portfolio landscape, including a review of the perspectives of the financial advisors, model marketplaces, and model providers.

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A Note from the Authors

How Can Model Providers Stand Out?

Matt Apkarian, CFA

Matt Apkarian, CFA

Associate Director

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Matt Apkarian, CFA

Matt Apkarian, CFA

Associate Director

Matt is a member of Cerulli’s Product Development practice, which focuses on trends related to asset managers’ product development and management functions. This broadly includes assessing the opportunity for product development, evaluating emerging product trends, and understanding distribution and product positioning for investment products across retirement, retail, and institutional channels.

Prior to joining Cerulli, Matt held roles in several business units at Fidelity Investments, including Workplace Investing, Personal Investing, and Fund Operations. Most recently, he worked as an Investment Data Analyst for Strategic Advisers, LLC.

Full biography here.

In an increasingly overcrowded market, model providers are vying for shelf space. To succeed, providers will need to consider how their products are differentiated to fit into platform product lineups.

81% of model providers indicate the most important criteria for selecting platforms and model marketplaces through which to distribute models are the placement and visibility for their strategies.

Given that overcrowding is a major issue, strategy placement and visibility are key factors in the success of a model on a platform. However, limited shelf space is overwhelmingly the most substantial barrier to placing models on distribution platforms, according to 48% of model providers.

Cerulli recommends that model providers think strategically about the platforms they are considering and whether their solutions are aligned with the needs of advisors. Even with the proper placement, models do not sell themselves, and distribution efforts will be essential to grow model assets under management.

To learn more, access The Cerulli Report—U.S. Asset Allocation Model Portfolios 2023: Using Technology to Enhance the Model Portfolio Experience, which assesses the current and future opportunity in the asset allocation model portfolio landscape for providers and third-party strategists.

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