The state of the asset management industry 2026 research report

How leaders can turn momentum into maturity

For the third year, Wipfli surveyed asset management executives to understand their economic outlook, strategic priorities and top challenges for the year ahead. The 125 leaders we surveyed have a bullish outlook — and most view technology as key to achieving that growth. Yet many are still developing their roadmaps for data and AI, and technology-related concerns persist.

In this survey, we learned:

• Growth expectations are strong: Nearly 70% of respondents anticipate revenue gains of 8% or more in the next 12 months. Firms with higher assets under management (AUM) expressed the strongest confidence.
• Digital capabilities are viewed as the next growth drivers: When asked about their strategies for achieving growth, the top responses centered on technology — including improving data analytics, digital customer engagement and automation.
• Market complexity and volatility persist: Wipfli executives described how recent market dynamics have reinforced the role of active management — and technology’s potential for enhancing performance.
• Technology is reshaping operations — and succession: Respondents said cybersecurity, data privacy measures and data analytics are changing how they operate. More than half identified technological change as the top driver of future ownership and succession planning.
• Most AI strategies are still maturing: Nearly all respondents (92%) reported implementing or exploring AI solutions, but only about one-third (34%) reported having a comprehensive roadmap.

This full report pairs research findings with insights from Wipfli advisors to explore how asset management firms can maintain their momentum and translate it into measurable results.