While Vanguard is often associated with mom-and-pop investors and 401(k) accounts, this group of professionals now accounts for about a third, or $1.3 trillion, of the firm’s assets. The proportion of new capital invested in Vanguard funds coming via brokers and independent advisers has been increasing steadily , according to Investment Week . Historically , a lack of transparency prevented financial advisers from recommending Vanguard funds , however , greater scrutiny of how wealth managers are paid has sparked interest in passively managed risk trackers and ETFs pioneered by the Pennsylvania - based firm . This year , they have accounted for around 50 % of the $ 225bn in inflows to Vanguard and now constitute around a third of the $ 1.3tn in assets managed by the firm .
The proportion of new capital invested in Vanguard funds coming via brokers and independent advisers has been increasing steadily , according to Investment Week . Historically , a lack of transparency prevented financial advisers from recommending Vanguard funds , however , greater scrutiny of how wealth managers are paid has sparked interest in passively managed risk trackers and ETFs pioneered by the Pennsylvania - based firm . This year , they have accounted for around 50 % of the $ 225bn in inflows to Vanguard and now constitute around a third of the $ 1.3tn in assets managed by the firm .