Hirschel and Kramer (H&K) Responsible Investment Brand Index™

RIBI 2024™
Launching on April 16th

Don’t miss out on the opportunity to get a deep understanding of the Responsible Investment landscape.

  • Sixth Edition available 16th April 2024
  • Universe of 600+ asset managers 
  • Global perspective with region-by-region analysis
  • Comparative attitude towards Responsible Investment
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Responsible Investment Brand Index™

RIBI™ remains the only index evaluating the asset management industry on its ability to translate commitment to sustainable development into each asset manager’s core brand, allowing for unique insights as it evaluates actual commitment against follow-through in brand architecture.


For asset managers:

RIBI 2024

Extensive research results, with insights on the evolution of the overall industry. Detailed dissection of the performance of all key players in the RIBI segments. Global perspectives, including a competitive overview with the rankings of the Top-10 on a per-country basis within global regions and countries.



Extensive research results, with detailed insights on the evolution of your company. A qualitative assessment of your evolution and a direct comparison of your position vs peers on each of the 15 analysed criteria (Commitment + Branding). A detailed rating of the quality of your Purpose and Values as well as recommendations for action. This includes tailored preparation, and report as well as a debriefing call. Delivery time is 10 working days (once published, issued on a first come first served basis).



You get all tailored services from the INSIGHTS+ report as well as an analysis of your company compared to specific peer universes defined with you: by country and/or by size and/or by type of organisation, aligned with the strategy of your firm. This is presented in a dedicated workshop with your team (virtual or on-site), moderated by the RIBI’s two authors. This includes an in-depth preparation briefing call to customise the workshop to your needs, as well as a followed-up with concrete recommendations that you can use for your Responsible Investment and Brand strategy.

We provide tailor-made services. If you are interested in being assessed on the RIBI methodology but are not part of the IPE Top 500 ranking, please contact us.
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About the Index

The H&K Responsible Investment Brand Index (RIBI™) identifies which asset management companies act as responsible investors and commit to sustainable development to the extent that they put it at the very heart of who they are: i.e. in their brand. The index aggregates the analysis of all asset managers globally listed in the Investment & Pensions Europe Journal Top 500 ranking.

Methodology Overview

The H&K Responsible Investment Brand Index is made up of two ratings: the Commitment rating which focuses on hard factors (eg level and quality of Listed Equity voting), and the Brand rating which focuses on soft factors (eg the existence of a Purpose statement and the quality of its expression). Each of these two ratings ranges from 0 (poor) to 5 (excellent).

The consistency of what an investment manager commits to in terms of Responsible Investment and how it projects this in its brand is measured via the four RIBI categories:

  • Avant-Gardist: Above average on Commitment rating and Brand rating
  • Traditionalist: Above average on Commitment rating and below average on Brand rating
  • Aspirant: Above average on Brand rating and below average on Commitment rating
  • Laggard: Below average on both ratings
Data required to calculate these ratings is sourced from publicly available information.

Commitment: rating methodology

The Commitment rating is based on five top-level criteria:
  • Organisation and strategy
  • Integration of responsible investment in the investment processes
  • Engagement and stewardship
  • Sustainable outcomes, collective and policy-makers’ involvement
  • Senior involvement: seniority of the staff involved in the quality control of responsible investment reporting
The information required to evaluate each of these criteria is sourced from the Principles of Responsible Investment Transparency Reports.

Branding: rating methodology

The Branding rating is based on eight criteria:
  • Whether or not the asset manager express a Purpose.
  • Whether or not this Purpose connects with societal goals.
  • Evaluation of the quality of the expression of the Purpose based on five criteria.
  • Whether or not the asset manager has a Values system.
  • Whether or not this Values system connects with societal goals.
  • Evaluation of the quality of the expression of the Values system based on five criteria.
  • Whether or not the asset manager has a strap line which connects with societal ambitions.
  • Whether or not Responsible Investment is mentioned as an objective in the asset manager’s corporate description.

Additional Notes for Category Lookup

  • "Grace Period" is shown for managers which are in the Principles for Responsible Investment grace period because they are recent signatory and do not have to submit a transparency report yet. This also applies to some managers who have changed the corporate scope signing the PRI.
  • "Suspended" is shown for managers currently in transformation

About the Authors

Jean-François Hirschel is the founder and CEO of H-IDEAS, a company which aims at re-establishing trust in the financial world. His professional expertise lies in strategically positioning financial services companies at brand and product level. Hirschel has held senior leadership positions at Société Générale and Unigestion. He holds a MSc from EPFL Lausanne, Switzerland, and has profound knowledge and experience in Institutional, Private and Retail Banking & Asset Management.

Markus Kramer is a partner at Brand Affairs, a specialist consultancy with expertise in strategic positioning and brand building. He holds an MBA from the University of Oxford and is a visiting Senior Fellow in Strategic Brand Management at Bayes (formerly Cass) Business School London. The portfolio of brands he works with includes companies such as Aston Martin, Harley-Davidson as well as Banks, Asset Managers, Governments and NGOs. Kramer is author of the book The Guiding Purpose Strategy, A Navigational Code for Brand Growth.


Jean-François Hirschel
CEO and Founder
H-Ideas S.A.
Rue de la Cité, 1
1204 Geneva, Switzerland

Phone: +41 22 561 84 12
E-mail: jf@h-ideas.ch

Markus Kramer
Managing Partner
Brand Affairs AG
Mühlebachstrasse 8
8008 Zurich, Switzerland

Phone: +41 44 254 80 00
E-mail: markus.kramer@brandaffairs.ch


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The authors accept no liability for the content of the data presented in this document, or for the consequences of any actions taken on the basis of the information provided, unless that information is subsequently confirmed in writing. Any views or opinions presented in this analysis are solely those of the authors.

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