Also, the larger the number of consistent above average performing funds within the family, the more choice you have to build a diversified portfolio within the family. Therefore, it is important for you to ensure that your mutual fund company provides you with an adequate choice of funds that address all your investment needs, by covering the largest number possible of mutual fund categories. Cost is critical because it is forward looking. Investor Reward is important because it reflects on the mutual fund company's corporate culture, investment philosophy and the extent to which your own interests, as an investor, are being looked after. There is certainly a big disadvantage to being a small company in today's market.
Competitive pressures are enormous, and large companies have more resources.
They can afford to lure skilled fund managers and build strong investment research teams. They can afford to launch new funds to cover more categories and provide more choice. Smaller companies, on the other hand, are finding it increasingly difficult to compete with the giants and are prone to the consolidation juggernaut that is sweeping the industry. Those are fact that cannot be ignored and have to be factored in the rating formula. But this is not to say that you should only invest in larger companies that cover all the categories.