Brand matters more than AUM in crypto investment products

Financial advisors prioritize brand reputation and support over AUM in crypto ETF selection, highlighting the importance of expertise in navigating complex markets.

Cover art/illustration via CryptoSlate. Image includes combined content which may include AI-generated content.

In the traditional finance world, Assets Under Management (AUM) often reign supreme as a key evaluation metric. Yet, Bitwise's 2025 benchmark survey reveals a surprising shift in the crypto domain. Financial advisors are now veering away from AUM as the top priority when selecting crypto investment vehicles. Instead, brand reputation and specialized expertise are taking the lead. This unexpected change raises an intriguing question: Why are advisors prioritizing these factors, and what does it mean for the future of crypto investing? The answer has profound implications...