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Company > Franklin Resources: Business Model, SWOT Analysis, and Competitors 2023

Franklin Resources: Business Model, SWOT Analysis, and Competitors 2023

Published: May 10, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Franklin Resources as we look ahead to 2023. Franklin Resources, a global investment management organization, has built its business model around providing a range of investment solutions to clients worldwide. Through an in-depth SWOT analysis, we will assess the strengths, weaknesses, opportunities, and threats the company may face. Additionally, we will explore the competitive landscape to understand how Franklin Resources stands against its rivals in the investment management industry. Stay tuned for valuable insights and predictions for the future of Franklin Resources.

    What You Will Learn:

    • Who owns Franklin Resources and what implications it has for the company's operations and decision-making processes.
    • The mission statement of Franklin Resources and how it guides the company's strategic direction and goals.
    • How Franklin Resources generates revenue and sustains its business model, including a breakdown of its key revenue streams.
    • An overview of the Franklin Resources Business Model Canvas and how it outlines the company's value proposition, customer segments, and key activities.
    • A list of Franklin Resources' main competitors in the industry and an understanding of the competitive landscape it operates in.
    • A comprehensive SWOT analysis of Franklin Resources, examining its strengths, weaknesses, opportunities, and threats in the market.

    Who owns Franklin Resources?

    Introduction to Franklin Resources

    Franklin Resources, commonly known as Franklin Templeton Investments, is a global investment management firm that offers a wide range of financial products and services. As a prominent player in the investment industry, it is natural to wonder about the ownership structure of such a company. In this section, we will delve into the ownership of Franklin Resources and shed light on the key stakeholders involved.

    Publicly Traded Company

    Franklin Resources is a publicly traded company, which means that its ownership is distributed among individual and institutional shareholders who hold its stock. This ownership structure allows investors from around the world to buy and sell shares of Franklin Resources on various stock exchanges, such as the New York Stock Exchange (NYSE) under the ticker symbol BEN.

    Major Shareholders

    While Franklin Resources has numerous shareholders due to its public status, there are several major shareholders who hold significant stakes in the company. Vanguard Group, BlackRock, and State Street Corporation are among the largest institutional investors in Franklin Resources. These institutions manage investments on behalf of their clients, including pension funds, mutual funds, and other financial institutions.

    Founding Family

    The Johnson family is an integral part of Franklin Resources' ownership structure. Founded in 1947 by Rupert H. Johnson Sr., the company has remained under the family's ownership for several generations. Rupert H. Johnson Jr., the son of the founder, served as the CEO for many years and helped shape the company's growth and success. Today, other family members, including Jennifer M. Johnson, hold executive positions within the organization. The Johnson family's continued involvement underscores their long-term commitment to the company's success.

    Employee Ownership

    Franklin Resources also encourages employee ownership, aligning the interests of its employees with those of the company and its shareholders. The company offers various stock ownership plans and equity-based compensation to its employees, providing them with an opportunity to become shareholders and benefit from the company's growth and performance.


    In conclusion, Franklin Resources is a publicly traded company with a diverse ownership structure. While it has a broad base of individual and institutional shareholders, the Johnson family, as the founding family, holds a significant stake in the company. Additionally, major institutional investors such as Vanguard Group, BlackRock, and State Street Corporation also have substantial ownership interests. Moreover, Franklin Resources encourages employee ownership, fostering a sense of shared ownership and dedication among its workforce.

    What is the mission statement of Franklin Resources?

    Understanding Franklin Resources' Mission Statement

    Franklin Resources, a global investment management organization, has a clear and concise mission statement that guides its operations and strategic decision-making. The mission statement of Franklin Resources is:

    "To deliver superior investment performance and exceptional service to clients globally."

    This mission statement reflects the company's commitment to providing value to its clients by focusing on two key aspects: investment performance and exceptional service.

    Investment Performance

    Franklin Resources strives to deliver superior investment performance, which means that they aim to consistently outperform the market and achieve above-average returns for their clients. This commitment to investment performance is driven by a deep understanding of the financial markets, rigorous research, and prudent investment strategies. By staying abreast of market trends and employing experienced investment professionals, Franklin Resources aims to generate attractive risk-adjusted returns for its clients.

    Exceptional Service

    In addition to investment performance, Franklin Resources places great emphasis on delivering exceptional service to its clients. This involves understanding and meeting the unique needs of each client, providing personalized investment solutions, and maintaining a high level of responsiveness and communication. By focusing on building long-term relationships with its clients, Franklin Resources aims to exceed their expectations and provide a seamless and rewarding experience.

    Global Reach

    Another important aspect of Franklin Resources' mission statement is its commitment to serving clients globally. As a global investment management organization, Franklin Resources operates in various regions and markets worldwide. By catering to clients from different countries and cultures, the company aims to leverage its global expertise and offer diversified investment solutions that align with clients' objectives.

    Overall, Franklin Resources' mission statement highlights its dedication to delivering superior investment performance and exceptional service to clients globally. By prioritizing these aspects, Franklin Resources aims to build trust, create long-term partnerships, and help clients achieve their financial goals.

    How does Franklin Resources make money?

    Investment Management Fees

    One of the primary ways Franklin Resources makes money is through investment management fees. As a global investment management organization, Franklin Resources offers a wide range of investment products and services to individual and institutional investors. These services include mutual funds, exchange-traded funds (ETFs), separate accounts, and retirement planning solutions.

    When investors choose to invest in Franklin Resources' products, they are charged a fee for the professional management of their assets. This fee is typically calculated as a percentage of the assets under management (AUM). The higher the AUM, the greater the revenue generated from these investment management fees.

    Performance-based Fees

    In addition to investment management fees, Franklin Resources also generates income through performance-based fees. These fees are earned when the investment products outperform their respective benchmarks or achieve certain performance targets. Performance-based fees provide an incentive for Franklin Resources to deliver strong investment performance to their clients.

    The structure and calculation of performance-based fees can vary depending on the specific investment product and agreement with the client. Typically, these fees are calculated as a percentage of the excess return generated by the investment product above the benchmark or performance target. This encourages Franklin Resources to strive for superior investment performance, aligning their interests with those of the investors.

    Distribution and Shareholder Servicing Fees

    Another source of revenue for Franklin Resources comes from distribution and shareholder servicing fees. These fees are earned through the distribution of their investment products and the provision of ongoing support and services to their shareholders.

    When investors purchase Franklin Resources' investment products, a portion of the sales charge or load is often allocated to cover distribution expenses. These fees compensate intermediaries, such as financial advisors or broker-dealers, for selling Franklin Resources' products to investors.

    Additionally, Franklin Resources provides various shareholder servicing activities, including customer support, account maintenance, and reporting services. For these services, the company charges fees to cover the costs associated with maintaining and servicing the shareholders' accounts.

    Other Sources of Revenue

    Franklin Resources also generates income from other sources, such as advisory and administrative fees. The company offers advisory services to institutional clients, including pension funds, endowments, and foundations. These services may involve providing investment advice, portfolio construction, and risk management solutions.

    Administrative fees are earned through the administration and management of certain investment products, such as retirement plans or collective investment trusts. These fees compensate Franklin Resources for the operational and administrative tasks associated with these products.

    Furthermore, Franklin Resources may generate revenue from securities lending activities. By lending securities from their investment portfolios to other market participants, Franklin Resources can generate additional income through lending fees.

    Overall, Franklin Resources employs a diversified revenue model, encompassing various fee-based sources. This model allows the company to generate income based on the size of the assets under management, investment performance, distribution efforts, and the provision of value-added services to their clients.

    Franklin Resources Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps organizations to clearly understand and communicate their business model. It provides a visual representation of how a company creates, delivers, and captures value. The canvas consists of nine essential building blocks that define the key aspects of a business.

    The Key Building Blocks of Franklin Resources' Business Model Canvas

    1. Customer Segments: Franklin Resources, a global investment management organization, serves a diverse set of customer segments. These include individual investors, institutional investors, financial advisors, and retirement plans. By targeting a wide range of customers, Franklin Resources can cater to different investment needs and preferences.

    2. Value Proposition: Franklin Resources aims to provide its customers with superior investment solutions and services. They offer a wide range of investment products, including mutual funds, ETFs, and separately managed accounts. Additionally, they focus on delivering strong investment performance, personalized advice, and excellent customer service.

    3. Channels: Franklin Resources utilizes various channels to reach and interact with its customers. These channels include direct sales through its website and call centers, distribution through financial advisors and intermediaries, as well as partnerships with other financial institutions. By utilizing multiple channels, Franklin Resources ensures that its products and services are easily accessible to its target customers.

    4. Customer Relationships: Building and maintaining strong relationships with customers is a crucial aspect of Franklin Resources' business model. They strive to understand their customers' investment goals and provide personalized solutions accordingly. Regular communication, educational resources, and access to dedicated relationship managers help foster long-term relationships with customers.

    5. Revenue Streams: Franklin Resources generates revenue primarily through management fees charged on the assets under management (AUM). As customers invest in their products, Franklin Resources earns a percentage of the total AUM as fees. Additionally, they may earn performance fees based on the investment performance of certain products. Diversifying revenue streams helps ensure financial stability and growth.

    6. Key Resources: To effectively execute its business model, Franklin Resources relies on various key resources. These include a team of experienced investment professionals, robust technology infrastructure for portfolio management and trading, research capabilities, and a strong brand reputation. These resources enable Franklin Resources to deliver high-quality investment solutions and maintain a competitive edge.

    7. Key Activities: Franklin Resources engages in several key activities to drive its business model. These include investment research, portfolio management, product development, sales and marketing, client servicing, and compliance. By actively managing investments, developing innovative products, and providing exceptional service, Franklin Resources strives to deliver value to its customers.

    8. Key Partnerships: Collaborating with strategic partners is an essential aspect of Franklin Resources' business model. They form partnerships with financial advisors, intermediaries, distribution platforms, and other financial institutions to expand their reach and access to customers. These partnerships help Franklin Resources tap into new markets, enhance distribution capabilities, and leverage expertise from other industry players.

    9. Cost Structure: Franklin Resources incurs various costs to sustain its business model. These include personnel expenses, technology infrastructure costs, marketing and advertising expenses, regulatory compliance costs, and administrative overhead. Managing costs efficiently is crucial to maintain profitability and deliver value to shareholders.

    By analyzing and understanding Franklin Resources' business model canvas, stakeholders can gain insights into how the company creates and captures value in the investment management industry. It provides a holistic view of the company's operations, strategies, and key success factors.

    Which companies are the competitors of Franklin Resources?

    Overview of Franklin Resources

    Franklin Resources, also known as Franklin Templeton Investments, is a global investment management company that offers a wide range of investment products and services to individuals, institutions, and governments. With a history dating back to 1947, Franklin Resources has established itself as one of the leading players in the asset management industry.

    Competitors of Franklin Resources

    1. BlackRock Inc.

    BlackRock Inc. is one of the largest investment management companies in the world, offering a diverse range of investment products and solutions across various asset classes. With a focus on both active and passive investment strategies, BlackRock competes with Franklin Resources in terms of size, global presence, and product offerings.

    1. Vanguard Group Inc.

    Vanguard Group Inc. is another major competitor of Franklin Resources, known for its low-cost index funds and exchange-traded funds (ETFs). Vanguard's emphasis on passive investing and its reputation for low fees attract investors who seek cost-effective investment options. This places Vanguard in direct competition with Franklin Resources, especially in the retail investment space.

    1. State Street Global Advisors (SSGA)

    SSGA is the asset management division of State Street Corporation and is one of the largest investment managers globally. Known for its SPDR ETFs, State Street Global Advisors competes with Franklin Resources in terms of product offerings, particularly in the ETF market. SSGA's brand recognition and extensive distribution network make it a formidable competitor to Franklin Resources.

    1. J.P. Morgan Asset Management

    J.P. Morgan Asset Management is a division of JPMorgan Chase & Co. and one of the largest asset managers worldwide. With a broad range of investment solutions and a strong presence in both retail and institutional markets, J.P. Morgan Asset Management competes with Franklin Resources across various asset classes, including equities, fixed income, and alternatives.

    1. T. Rowe Price Group Inc.

    T. Rowe Price Group Inc. is an asset management firm that offers a diverse range of investment products and services to individual and institutional investors. Known for its active management approach and strong research capabilities, T. Rowe Price competes with Franklin Resources in terms of investment strategies and performance.


    As a prominent player in the asset management industry, Franklin Resources faces stiff competition from companies like BlackRock, Vanguard, State Street Global Advisors, J.P. Morgan Asset Management, and T. Rowe Price Group. These competitors share similar goals of delivering investment solutions to clients, but each has its own unique offerings and strengths. Investors should consider the specific features and expertise offered by these companies when evaluating their investment options.

    Franklin Resources SWOT Analysis


    1. Strong brand reputation: Franklin Resources, commonly known as Franklin Templeton, is a well-established global investment management company with a strong brand reputation. The company has been providing investment solutions and financial services for over seven decades, earning the trust of millions of investors worldwide.

    2. Diversified product portfolio: Franklin Resources offers a wide range of investment products and services, catering to the needs of various types of investors. Their product portfolio includes mutual funds, exchange-traded funds (ETFs), retirement planning solutions, and alternative investments. This diversification helps the company to attract a broad customer base and mitigate risk.

    3. Global presence and distribution network: With offices in over 30 countries and a global distribution network, Franklin Resources has successfully expanded its business across different regions. This global presence enables the company to tap into diverse markets, attract international investors, and leverage local expertise to meet specific investment requirements.


    1. Dependence on market conditions: Franklin Resources' financial performance is highly dependent on market conditions, particularly the performance of the global financial markets. Economic downturns or market volatility can negatively impact the company's assets under management (AUM), leading to lower revenues and profitability.

    2. Reliance on traditional investment strategies: The company primarily focuses on traditional investment strategies, such as active management of mutual funds. However, the industry has witnessed a shift towards passive investment strategies, such as index funds and ETFs, which offer lower fees. This reliance on traditional strategies may limit Franklin Resources' ability to tap into the growing demand for passive investments.


    1. Increasing demand for sustainable investing: The growing awareness of environmental, social, and governance (ESG) factors has fueled the demand for sustainable investing. Franklin Resources can capitalize on this trend by expanding its range of ESG-focused investment products and incorporating sustainable practices into its investment processes. This presents an opportunity for the company to attract socially conscious investors and enhance its brand reputation.

    2. Expansion into emerging markets: Emerging markets present significant growth opportunities for investment management firms. Franklin Resources can explore expansion strategies in countries with growing economies and increasing wealth, such as India, China, and Brazil. By establishing a strong presence in these markets, the company can tap into the rising demand for investment products and diversify its revenue streams.


    1. Intense competition in the industry: The investment management industry is highly competitive, with numerous players offering similar products and services. Franklin Resources faces competition from both traditional asset management firms and new entrants, including robo-advisors and online investment platforms. Intensifying competition can lead to price pressures, reduced market share, and potential loss of clients.

    2. Regulatory and compliance risks: The financial services industry is subject to strict regulations and compliance requirements. Any failure to comply with these regulations can result in significant penalties, reputational damage, and legal consequences. Franklin Resources must stay updated on regulatory changes and invest in robust compliance systems to mitigate such risks.

    In conclusion, Franklin Resources possesses strong brand reputation and a diversified product portfolio, which contribute to its competitive advantage. However, the company needs to address weaknesses related to market dependence and adapt to changing investment trends. By capitalizing on opportunities such as sustainable investing and expanding into emerging markets, while managing threats related to intense competition and regulatory risks, Franklin Resources can position itself for long-term growth and success.

    Key Takeaways

    • Franklin Resources is owned by its shareholders, who are individuals and institutional investors that own shares of the company's stock.

    • The mission statement of Franklin Resources is to deliver strong investment results for their clients through active management and a focus on long-term value creation.

    • Franklin Resources primarily generates revenue through fees earned from managing and advising investment funds, as well as from the sale of various investment products and services.

    • The Business Model Canvas of Franklin Resources focuses on key elements such as customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure.

    • Some of the competitors of Franklin Resources include other asset management companies such as BlackRock, Vanguard Group, and State Street Corporation.

    • In terms of SWOT analysis, Franklin Resources' strengths include a strong brand reputation, a diverse range of investment products, and a global presence. However, it also faces weaknesses such as dependence on market conditions and potential regulatory challenges. Opportunities for the company include expanding into new markets and offering innovative investment solutions, while threats include intense competition and market volatility.


    In conclusion, Franklin Resources is owned by its shareholders, with no single majority owner. The company's mission statement is to help clients achieve their financial goals through a consistent, disciplined, and long-term investment approach. Franklin Resources makes money primarily through management fees earned from its mutual funds and other investment products.

    Analyzing Franklin Resources' business model canvas, we can see that the company focuses on providing investment management services, with key activities including portfolio management, client servicing, and marketing. The company has a strong customer segment, targeting individual and institutional investors globally.

    Competitors of Franklin Resources include other asset management firms such as BlackRock, Vanguard Group, and State Street Corporation. These companies compete for market share and strive to attract clients with their investment offerings and performance.

    Conducting a SWOT analysis on Franklin Resources reveals its strengths in its global presence, strong brand reputation, and diversified product offerings. However, the company faces challenges in the form of increasing competition, regulatory changes, and market volatility. It also has opportunities to expand its offerings into new markets and develop innovative investment solutions.

    Overall, Franklin Resources has established itself as a leading asset management firm, driven by its mission to help clients achieve financial success. Through its business model and competitive positioning, the company strives to deliver value to its clients while navigating the challenges and opportunities in the ever-changing financial landscape.


    What are the resources for SWOT analysis?

    There are several resources available for conducting a SWOT analysis, including:

    1. Internal data: This includes information such as financial statements, sales data, customer feedback, employee surveys, and other internal documents that provide insights into the strengths and weaknesses of the organization.

    2. External data: External resources like market research reports, industry trends, competitor analysis, customer reviews, and feedback can help identify the opportunities and threats facing the organization.

    3. Stakeholder interviews: Conducting interviews with key stakeholders such as customers, suppliers, employees, and industry experts can provide valuable insights into the organization's SWOT factors.

    4. Online resources: Various websites and online platforms provide information on industry trends, market research reports, competitor analysis, and customer reviews that can be used for SWOT analysis.

    5. SWOT analysis templates and software: There are numerous templates and software available that can assist in conducting a SWOT analysis. These tools often provide a structured framework for organizing and analyzing the gathered information.

    6. Internal and external consultants: Organizations may hire internal or external consultants who specialize in SWOT analysis to guide and facilitate the process. These professionals bring expertise and experience in analyzing the organization's strengths, weaknesses, opportunities, and threats.

    7. Surveys and questionnaires: Designing and conducting surveys or questionnaires can provide quantitative data to support the SWOT analysis. These can be distributed to customers, employees, or other relevant stakeholders to gather their perspectives on the organization's SWOT factors.

    8. Business and industry publications: Reading industry-specific magazines, journals, and publications can provide insights into current trends, opportunities, and threats that may impact the organization's SWOT factors.

    It is important to use a combination of these resources to ensure a comprehensive and accurate SWOT analysis.

    Where can I find information for SWOT analysis?

    There are several sources where you can find information for conducting a SWOT analysis:

    1. Company websites: Visit the official websites of the organization you want to analyze. They often provide information about their strengths, weaknesses, opportunities, and threats.

    2. Annual reports: Companies release annual reports that contain detailed information about their performance, strategies, and market conditions. These reports can provide insights into their internal and external factors.

    3. Market research reports: Industry-specific market research reports can offer valuable information about market trends, customer preferences, and competitors. These reports often include SWOT analysis sections.

    4. Industry publications: Magazines, journals, and newspapers that cover the industry or market you are interested in can provide insights into various factors affecting organizations in that sector.

    5. Competitor analysis: Analyze your competitors' websites, annual reports, news releases, and marketing materials to identify their strengths, weaknesses, opportunities, and threats. This can help you understand your own organization's position in the market.

    6. Online databases: Access business databases such as Hoovers, Factiva, or Business Source Complete, which provide a wide range of company profiles, industry reports, and market analysis.

    7. Government sources: Check government websites and reports related to the industry you are analyzing. These sources often provide data on regulations, policies, and economic factors that can impact the organization.

    8. Surveys and interviews: Conduct surveys or interviews with customers, employees, suppliers, or industry experts to gather qualitative data and insights about the organization's strengths, weaknesses, opportunities, and threats.

    Remember, it is important to use a combination of primary and secondary sources to ensure a comprehensive and accurate SWOT analysis.

    How do you gather resources for SWOT analysis?

    There are several ways to gather resources for conducting a SWOT analysis. Here are some common methods:

    1. Internal resources: Start by examining internal resources within your organization. This includes analyzing financial statements, sales reports, operational data, employee feedback, and any other relevant internal documents. Conduct interviews or surveys with key stakeholders, including employees, managers, and executives, to gather their insights.

    2. Market research: Conduct comprehensive market research to understand the external factors that affect your business. This includes analyzing industry trends, competitor analysis, customer surveys, and market reports. Look for opportunities and threats in the market that could impact your business.

    3. Customer feedback: Gather customer feedback through surveys, focus groups, or social media listening. Understand their perceptions of your products or services, identify strengths that customers appreciate, and areas where improvements are needed.

    4. Stakeholder analysis: Identify and engage with key stakeholders such as suppliers, partners, and distributors. Understand their perspectives and gather insights about your organization's relationships with them. This can help identify strengths and weaknesses in your external collaborations.

    5. SWOT brainstorming sessions: Conduct brainstorming sessions with cross-functional teams within your organization. Encourage participants to share their perspectives on the organization's strengths, weaknesses, opportunities, and threats. This collaborative approach can provide diverse perspectives and ensure a comprehensive analysis.

    6. Industry experts and consultants: Seek advice from industry experts or hire consultants who specialize in your industry. Their expertise and external viewpoint can provide valuable insights into your organization's SWOT factors.

    Remember, the more comprehensive the data collection process, the more accurate and reliable your SWOT analysis will be. It's important to gather information from multiple sources to ensure a well-rounded assessment of your organization's strengths, weaknesses, opportunities, and threats.

    What are the 4 pillars of SWOT analysis?

    The four pillars of SWOT analysis are:

    1. Strengths: These are the internal factors that give an organization an advantage over its competitors. Strengths could include a strong brand reputation, skilled employees, or access to unique resources.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage compared to its competitors. Weaknesses could include a lack of financial resources, outdated technology, or poor customer service.

    3. Opportunities: These are external factors in the market or industry that could be advantageous to an organization. Opportunities could include emerging markets, changes in consumer preferences, or new technological advancements.

    4. Threats: These are external factors in the market or industry that could pose a risk or challenge to an organization. Threats could include intense competition, economic downturns, or regulatory changes.

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