PIF Is Most Valuable SWF Globally in 2025

The Public Investment Fund (PIF) of Saudi Arabia has been named the world’s most valuable sovereign wealth fund (SWF) brand for 2025, and its value has grown 11% to $1.2 billion in 2025, largely due to its rapid asset under management (AUM) growth, according to Brand Finance magazine.

In its second report entitled “The Asset Management and Sovereign Wealth Fund 50 2025,” Brand Finance this growth in AUM is partially due to strong performance of its portfolio, particularly Saudi companies, as well as dividends from Aramco and maturation of Saudi Vision 2030 projects, the magazine said.

Norway’s NBIM (brand value down 2% to $841 million) is the second most valuable SWF brand as it aims to ensure a long-term management of revenue from Norway’s oil and gas resources, with a strong emphasis on responsible investment.

The fund has focused on ESG principles to drive sustainable value creation and protect wealth for future generations. Brand Finance’s research found that NBIM scored a perfect 10 for “gives back to and supports local communities,” 9.1 for “appealing investment strategy,” and 8.9 for “seamless governance structure.”

China Investment Corporation (CIC), whose brand value was down 2% to $695 million, is the third most valuable SWF brand. CIC scored strongly for awareness (8.6) with a 6.6 for “knowledge of the markets where they operate.”

Both NBIM and CIC have relatively low levels of familiarity among respondents (3.54 and 3.65 respectively), despite fairly high level of awareness.

Abu Dhabi Investment Authority (ADIA) is the fourth most valuable SWF brand with a brand value of $579 million, a 3% rise in 2025.

This follows disciplined, long-term diversified investment strategy, including a growing allocation to private markets, such as private equity, infrastructure, and its proactive stance on integrating technology and AI into its investment processes. ADIA’s AUM have grown to over $1 trillion, solidifying its position as a global top-tier sovereign wealth fund.

Asset Management Brands

BlackRock remains the world’s most valuable asset management brand, with a brand value of $8.3 billion, marking a 17% y-o-y increase. This growth was largely driven by a surge in AUM, strategic acquisitions in private markets, and continued leadership in technology and AI.

BlackRock’s leadership in the exchange-traded funds (ETFs) market also proved as a differentiator in the sector and become one of its fastest growing business areas. Blackrock rebranded all of its ETFs in 2024 as iShares to simplify its offering and capitalise on the brand equity of the iShares brand, which it acquired from Barclays in 2009.

J P Morgan Asset Management (JPMAM), whose brand value is up 3% to $7.2 billion, holds second place, followed by Vanguard, whose brand value remains stable at $6 billion. The top three positions are unchanged from 2024, highlighting continued stability among the leading global players.

JPMAM brand value was underpinned by strong growth in AUM which stand at $3.4 trillion. This expansion was driven by robust client inflows across a broad range of asset classes.

JPMAM benefits from the strength J P Morgan Chase & Co. group brand which contributes to strong recognition and reinforces trust in the asset management division. JPMAM’s strategic emphasis on active management and alternative investments, including private credit and real assets, has reinforced its position in an increasingly competitive market.

Additionally, its substantial investment in AI and technology, drawing on the firm’s $17 billion in 2024 tech budget and a team of AI specialists, has further strengthened its reputation as an innovative and high-performing asset manager.

Vanguard continues to benefit from its commitment to low-cost index investing, and now has more than $0 trillion in global AUM. Its client-owned structure supports long-term trust, while enhanced accessibility through tools like Digital Advisor expands its reach.

Canada’s Brookfield Asset Management (brand value up 16% to $1.1 billion) is the only non-US brand in the global top 16 most valuable asset management brands. Its rise is underpinned by strong financial results.

The firm’s record-breaking fundraising, over $135 billion in the past year, and strategic deployment of capital across real estate, private credit, and renewables reflect alignment with long-term megatrends such as energy transition and AI infrastructure.

BNP Paribas Asset Management entered the ranking for the first time with a brand value of $1.1 billion, making it the most valuable asset management brand outside North America, the report noted.