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Company > Legg Mason: Business Model, SWOT Analysis, and Competitors 2023

Legg Mason: Business Model, SWOT Analysis, and Competitors 2023

Published: Apr 23, 2023

Inside This Article


    In this blog article, we will delve into Legg Mason, a renowned global investment management firm, and explore its business model, SWOT analysis, and competitors as we embark on the journey into 2023. Legg Mason has established itself as a trusted player in the financial industry, offering a wide range of investment solutions to institutional and individual clients. By examining its strengths, weaknesses, opportunities, and threats, we will gain a deeper understanding of its position in the market, and also explore the key competitors that may impact its growth and success in the coming years.

    What You Will Learn:

    • Who owns Legg Mason and the importance of understanding ownership in the financial industry.
    • The mission statement of Legg Mason and how it guides the company's actions and decision-making process.
    • How Legg Mason generates revenue and the key sources of income for the company.
    • An explanation of the Legg Mason Business Model Canvas, a visual tool that helps analyze and understand the key components of Legg Mason's business model.
    • The main competitors of Legg Mason and their impact on the company's market position.
    • A SWOT analysis of Legg Mason, highlighting its strengths, weaknesses, opportunities, and threats in the financial services industry.

    Who owns Legg Mason?

    Institutional Ownership

    When it comes to determining the ownership of a company like Legg Mason, one important aspect to consider is the level of institutional ownership. Institutional investors include mutual funds, pension funds, and other large financial institutions that invest in stocks and other securities on behalf of their clients.

    According to recent data, institutional investors own a significant portion of Legg Mason's outstanding shares. This is not surprising given the size and reputation of the company. These institutional investors often have the resources and expertise to conduct thorough research and analysis before making investment decisions.

    Top Institutional Shareholders

    Some of the top institutional shareholders of Legg Mason include well-known investment firms and asset management companies. For instance, Vanguard Group Inc. is one of the largest institutional shareholders, holding a substantial stake in the company. Other notable institutional shareholders include BlackRock Inc., State Street Corporation, and Fidelity Investments.

    These institutional shareholders not only provide financial support but also play a crucial role in influencing the company's direction and decision-making processes. They may have representatives on the company's board of directors and can have a say in matters such as executive appointments and corporate governance.

    Insider Ownership

    Apart from institutional ownership, it is also important to consider insider ownership. Insider ownership refers to the shares of a company held by its executives, directors, and other key employees. Insider ownership can be an indication of the level of commitment and confidence that insiders have in the company's future prospects.

    Legg Mason has a significant level of insider ownership, with executives and directors holding a substantial portion of the company's shares. This level of insider ownership can be seen as a positive sign, suggesting that those with inside knowledge of the company have a vested interest in its success.

    Retail and Individual Investors

    In addition to institutional and insider ownership, there are also retail and individual investors who own shares of Legg Mason. These investors include individual shareholders who purchase the company's stock through brokerage accounts or retirement accounts like IRAs and 401(k)s.

    While it may be difficult to determine the exact number of retail and individual investors in Legg Mason, their collective ownership can have a significant impact on the company's stock price and overall market sentiment.


    In summary, Legg Mason is primarily owned by institutional investors, with some of the largest investment firms holding substantial stakes in the company. Insider ownership is also significant, indicating the confidence and commitment of executives and directors. Additionally, retail and individual investors play a role in the ownership of Legg Mason, contributing to the company's overall shareholder base. Understanding the ownership structure of Legg Mason provides valuable insights into the stakeholders who have a vested interest in the company's performance and future growth.

    What is the mission statement of Legg Mason?

    The Mission Statement of Legg Mason: Empowering Investors and Enriching Lives

    Legg Mason, a renowned global investment management firm, operates with a clear and focused mission statement that guides its every endeavor. The mission statement of Legg Mason can be summarized as follows: Empowering Investors and Enriching Lives.

    At its core, Legg Mason seeks to empower investors by providing them with the tools, expertise, and resources necessary to make informed investment decisions. The company understands that successful investing is not just about financial gains but also about empowering individuals to achieve their financial goals, secure their future, and enhance their quality of life.

    Legg Mason's commitment to empowering investors is evident in the wide range of investment solutions it offers. The firm provides a diverse selection of investment products, including mutual funds, exchange-traded funds (ETFs), separately managed accounts, and alternative investments. By catering to various investment needs and risk profiles, Legg Mason ensures that investors have access to a comprehensive array of options to suit their unique requirements.

    Moreover, Legg Mason understands that true empowerment comes from knowledge and education. The company is dedicated to providing investors with educational resources, market insights, and expert guidance to enhance their financial literacy and investment acumen. Whether through webinars, seminars, thought leadership articles, or personalized advice from its experienced investment professionals, Legg Mason strives to equip investors with the knowledge and confidence needed to navigate the complexities of the financial markets.

    In addition to empowering investors, Legg Mason also aims to enrich lives. The company recognizes that its success is not solely measured by financial performance but also by the positive impact it has on the communities it serves. Legg Mason is committed to giving back and making a difference through corporate social responsibility initiatives, philanthropic efforts, and employee volunteer programs. By supporting various charitable causes and community development projects, Legg Mason seeks to enrich the lives of individuals, families, and communities, thereby leaving a lasting positive legacy.

    In conclusion, Legg Mason's mission statement of "Empowering Investors and Enriching Lives" reflects its unwavering commitment to empowering individuals to achieve their financial goals while also making a positive impact on society. Through its comprehensive investment solutions, educational resources, and philanthropic endeavors, Legg Mason strives to be a catalyst for personal and financial growth, enabling investors worldwide to lead enriched lives.

    How does Legg Mason make money?

    Investment Management Fees

    One of the primary ways Legg Mason generates revenue is through investment management fees. As a global asset management firm, Legg Mason offers a wide range of investment products and services to individual and institutional investors. These include mutual funds, exchange-traded funds (ETFs), separately managed accounts, and other investment vehicles.

    For each of these investment products, Legg Mason charges a fee based on a percentage of the assets under management (AUM). The fee is typically calculated on a quarterly basis and is deducted from the investment returns earned by the clients. This fee structure ensures that Legg Mason's revenue is directly linked to the performance and growth of the funds it manages.

    Performance-based Fees

    In addition to investment management fees, Legg Mason also has the potential to earn performance-based fees. These fees are typically only applicable to certain investment strategies or funds that have outperformed specific benchmarks or achieved predetermined performance targets.

    Performance-based fees are structured as an additional incentive for portfolio managers and investment teams to deliver superior investment performance. When a fund exceeds its performance targets, Legg Mason can earn a percentage of the excess returns generated. This fee structure aligns the interests of Legg Mason with its clients, as the firm is rewarded for delivering above-average investment results.

    Distribution Fees

    Legg Mason also generates revenue through distribution fees. As an asset management firm, Legg Mason relies on various distribution channels to market and sell its investment products. These channels include financial intermediaries such as broker-dealers, banks, and financial advisors.

    Legg Mason enters into distribution agreements with these intermediaries, whereby it compensates them for distributing its investment products to their clients. The compensation can take the form of upfront payments, ongoing trail commissions, or a combination of both. Distribution fees play a crucial role in expanding the reach of Legg Mason's investment products and attracting new investors.

    Other Sources of Revenue

    In addition to the main revenue streams mentioned above, Legg Mason also generates income from various other sources. These include revenue from providing investment advisory services to institutional clients, fees from providing investment research and consulting services, and revenue from securities lending activities.

    The diversification of revenue sources allows Legg Mason to mitigate risks associated with relying too heavily on a single income stream. By offering a comprehensive suite of investment products and services, Legg Mason can cater to a diverse range of clients and capitalize on various revenue opportunities within the asset management industry.

    Legg Mason Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps organizations design, analyze, and refine their business models. It was developed by Alexander Osterwalder and Yves Pigneur, and has gained widespread popularity among entrepreneurs and business professionals.

    Understanding the Legg Mason Business Model Canvas

    The Legg Mason Business Model Canvas provides a comprehensive overview of the company's key elements, including its value proposition, customer segments, revenue streams, and key activities. By mapping out these essential components, Legg Mason can gain a better understanding of its business model and identify areas for improvement and innovation.

    Key Elements of the Legg Mason Business Model Canvas

    1. Value Proposition: Legg Mason's value proposition is centered around providing investment management services to a diverse range of clients, including individuals, institutions, and financial advisors. The company aims to deliver superior investment performance and tailored solutions that meet the unique needs and goals of its clients.

    2. Customer Segments: Legg Mason serves a broad spectrum of clients, including retail investors, high-net-worth individuals, pension funds, endowments, and financial advisors. By catering to different customer segments, Legg Mason can diversify its revenue streams and mitigate risks associated with market fluctuations.

    3. Channels: Legg Mason utilizes various channels to reach its customers, including direct sales, online platforms, and partnerships with financial intermediaries. These channels enable Legg Mason to effectively distribute its investment products and services to its target audience.

    4. Customer Relationships: Legg Mason strives to build long-term relationships with its clients by providing personalized investment advice, exceptional customer service, and ongoing support. The company believes that strong customer relationships are crucial for client retention and loyalty.

    5. Revenue Streams: Legg Mason generates revenue primarily through fees charged for its investment management services. These fees can be in the form of management fees, performance fees, or distribution fees, depending on the type of investment product or service provided.

    6. Key Activities: Legg Mason's key activities revolve around investment management, including portfolio construction, asset allocation, risk management, and performance analysis. The company also focuses on market research and product development to stay ahead of industry trends and offer innovative investment solutions.

    7. Key Resources: Legg Mason's key resources include its team of experienced investment professionals, proprietary research capabilities, technology infrastructure, and brand reputation. These resources enable the company to deliver high-quality investment management services and maintain a competitive edge in the market.

    8. Key Partnerships: Legg Mason collaborates with various partners, such as financial advisors, broker-dealers, and other financial intermediaries, to expand its distribution network and reach a wider customer base. These partnerships help Legg Mason access new markets and enhance its market presence.


    The Legg Mason Business Model Canvas provides a comprehensive framework for understanding the company's business model and how it creates value for its customers. By analyzing each element of the canvas, Legg Mason can identify opportunities for growth, optimize its operations, and stay ahead in the highly competitive investment management industry.

    Which companies are the competitors of Legg Mason?


    As one of the leading global asset management firms, Legg Mason faces competition from various companies in the financial industry. These competitors offer similar services and cater to similar client needs. In this section, we will explore some prominent companies that compete with Legg Mason.


    BlackRock is one of the biggest competitors of Legg Mason. As the world's largest asset manager, BlackRock offers a comprehensive range of investment solutions to institutional and individual investors. With its vast resources and global presence, BlackRock competes directly with Legg Mason in terms of asset management expertise, investment strategies, and client services.

    Vanguard Group

    Vanguard Group is another significant competitor of Legg Mason. Known for its low-cost index funds and strong focus on long-term investing, Vanguard attracts a large number of investors seeking low-cost, passive investment options. While Legg Mason offers actively managed funds and a wider range of investment strategies, Vanguard's reputation for low fees and simplicity poses a challenge for Legg Mason to attract cost-conscious investors.

    T. Rowe Price

    T. Rowe Price is a well-established asset management firm that competes with Legg Mason, particularly in the United States. Known for its expertise in retirement planning and target-date funds, T. Rowe Price offers a strong lineup of actively managed mutual funds and other investment products. With a reputation for solid performance and a focus on client relationships, T. Rowe Price competes with Legg Mason for individual and institutional investors alike.

    Fidelity Investments

    Fidelity Investments is a diversified financial services company that offers a wide range of investment options, including mutual funds, retirement planning, and brokerage services. With its extensive distribution network and recognizable brand, Fidelity competes with Legg Mason in various segments of the investment industry. Fidelity's vast resources and strong technological capabilities make it a formidable competitor, particularly in the retail investment market.


    Legg Mason faces strong competition from companies like BlackRock, Vanguard Group, T. Rowe Price, and Fidelity Investments. These competitors offer similar services, investment strategies, and client-focused solutions. In order to stay competitive, Legg Mason must continue to differentiate itself through innovative investment products, exceptional client service, and a strong track record of performance. By understanding the landscape of its competitors, Legg Mason can adapt and evolve to meet the changing needs of investors and maintain its position as a leading global asset management firm.

    Legg Mason SWOT Analysis


    1. Strong brand reputation: Legg Mason has a long history in the investment management industry, dating back to 1899. Over the years, it has built a strong brand reputation, known for its expertise in asset management and commitment to delivering value to clients.

    2. Diverse range of investment offerings: Legg Mason offers a wide array of investment products and solutions, catering to the needs of various types of investors. From equity and fixed income funds to alternative investments and multi-asset strategies, the company's diverse portfolio provides investors with ample choices.

    3. Global presence: With offices across North America, Europe, Asia, and Australia, Legg Mason has established a global footprint. This allows the company to tap into different markets and capitalize on investment opportunities worldwide, diversifying its revenue streams and reducing geographical risks.


    1. Dependence on market conditions: Like any other investment management firm, Legg Mason's performance heavily relies on market conditions. When the market experiences downturns or volatility, client assets may decline, leading to a decrease in fees earned and overall revenues.

    2. Relatively smaller market share: Compared to some of its larger competitors in the industry, Legg Mason has a relatively smaller market share. This can limit its ability to negotiate favorable terms with service providers, attract top talent, and access certain investment opportunities.

    3. Limited digital presence: In today's digital age, having a robust online presence is crucial for attracting and retaining clients. However, Legg Mason's digital presence is relatively limited compared to some of its competitors. This may hinder its ability to effectively engage with clients and keep pace with changing consumer preferences.


    1. Growing demand for sustainable investments: There is an increasing trend among investors to incorporate environmental, social, and governance (ESG) factors into their investment decisions. Legg Mason can capitalize on this opportunity by expanding its range of sustainable investment offerings and promoting its expertise in responsible investing.

    2. Emerging markets growth potential: As emerging markets continue to develop and grow, they present significant investment opportunities. Legg Mason can expand its presence in these markets by tailoring its investment products and services to meet the specific needs of investors in those regions.

    3. Technological advancements: The rapid advancement of technology is transforming the investment management industry. Legg Mason can leverage technology to enhance its operational efficiency, develop innovative investment solutions, and provide a seamless digital experience to clients.


    1. Intense competition: The investment management industry is highly competitive, with numerous players vying for market share. Legg Mason faces competition from both traditional asset management firms and newer, more agile fintech companies. This competition could potentially erode the company's market share and profitability.

    2. Regulatory changes: The investment management industry is subject to extensive regulations that can impact the way companies operate and the fees they charge. Changes in regulations, such as increased compliance requirements or restrictions on certain investment strategies, could pose challenges for Legg Mason and affect its profitability.

    3. Economic downturns: During economic downturns, investor sentiment can deteriorate, leading to a decrease in demand for investment products and services. This could result in lower revenues and asset outflows for Legg Mason, putting pressure on its financial performance.

    Key Takeaways

    • Legg Mason is owned by Franklin Resources, an investment management company based in California.

    • The mission statement of Legg Mason is to deliver superior investment performance and exceptional client service by adhering to their core values of integrity, collaboration, and accountability.

    • Legg Mason generates revenue primarily through fees and commissions earned from managing and advising on investment portfolios for individual and institutional clients.

    • The Legg Mason Business Model Canvas encompasses key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.

    • Some of the competitors of Legg Mason include BlackRock, The Vanguard Group, and T. Rowe Price.

    • In terms of SWOT analysis, Legg Mason's strengths include its extensive product offerings, global presence, and strong brand reputation. Its weaknesses include a dependence on market conditions and the potential for conflicts of interest. Opportunities for Legg Mason include growth in emerging markets and the expansion of innovative investment strategies. Threats to Legg Mason include regulatory changes, increased competition, and economic downturns.


    In conclusion, Legg Mason is a well-established investment management firm that has been operating for several decades. The company is owned by Franklin Resources, an international investment management organization. Legg Mason's mission statement is to empower investors through their expertise in global asset management.

    Legg Mason generates revenue primarily through various fees charged to their clients, such as management fees, performance fees, and distribution fees. The company's business model canvas revolves around providing investment advisory and related services to individuals, institutions, and financial intermediaries.

    However, in a highly competitive industry, Legg Mason faces several competitors. Some of the prominent rivals include BlackRock, Vanguard Group, State Street Global Advisors, and J.P. Morgan Asset Management. These companies also offer asset management services and are constantly vying for market share and client assets.

    When analyzing Legg Mason's strengths, weaknesses, opportunities, and threats, it becomes evident that the company possesses a strong reputation, a diverse product portfolio, and a global presence. However, they also face challenges such as regulatory changes, market volatility, and intense competition. To stay ahead, Legg Mason must continue to adapt to changing market conditions, innovate their offerings, and focus on providing exceptional client service.

    In summary, Legg Mason's ownership, mission statement, revenue generation, business model, competitors, and SWOT analysis all play significant roles in understanding the company's position in the investment management industry. As they navigate the evolving landscape, Legg Mason's commitment to empowering investors and their ability to adapt will be critical in maintaining their success.


    What are 5 examples of weakness in SWOT analysis?

    1. Lack of brand recognition: If a company has weak brand recognition, it may struggle to attract customers and compete with more established brands in the market.

    2. Limited financial resources: Insufficient funding or a lack of access to capital can hinder a company's ability to invest in growth opportunities, research and development, or marketing efforts.

    3. Inadequate technological infrastructure: Outdated or inadequate technology systems can hinder productivity, efficiency, and innovation within a company, making it difficult to stay competitive in the digital age.

    4. Dependence on a single supplier or customer: Relying heavily on a single supplier or customer can leave a company vulnerable to disruptions in the supply chain or changes in demand, potentially causing significant financial losses.

    5. Weak management or leadership: Ineffective leadership can result in poor decision-making, lack of direction, and difficulty in motivating employees, all of which can hinder a company's growth and success.

    What are the 4 areas of SWOT analysis explain?

    The four areas of SWOT analysis are:

    1. Strengths: This area focuses on identifying the internal factors that give a company an advantage over its competitors. These could include unique skills, resources, expertise, or a strong brand reputation. By understanding their strengths, companies can leverage them to gain a competitive edge and capitalize on opportunities.

    2. Weaknesses: This area involves identifying the internal factors that put a company at a disadvantage compared to its competitors. These could include lack of resources, outdated technology, poor customer service, or a weak brand image. Recognizing weaknesses allows companies to address and improve upon them, reducing the risk of being overtaken by competitors.

    3. Opportunities: This area involves identifying external factors and trends that could positively impact a company. These opportunities could arise from changes in the market, emerging technologies, new customer needs, or shifting consumer preferences. By identifying and seizing opportunities, companies can expand their market reach, increase revenue, and gain a competitive advantage.

    4. Threats: This area focuses on external factors that could harm a company's performance or hinder its growth. These threats could arise from competitors, changes in regulations, economic downturns, or technological advancements. By identifying threats, companies can develop strategies to mitigate their impact and ensure long-term sustainability.

    Overall, SWOT analysis provides a comprehensive assessment of a company's internal strengths and weaknesses, as well as external opportunities and threats. It helps businesses make informed decisions, develop effective strategies, and stay competitive in the ever-changing business environment.

    What are strengths and weaknesses in a SWOT analysis and the opportunities and threats are ________?

    Strengths and weaknesses are internal factors in a SWOT analysis, while opportunities and threats are external factors.

    Strengths: These are the positive attributes or resources that an organization possesses. They can include things like strong brand recognition, skilled workforce, advanced technology, or competitive advantage.

    Weaknesses: These are the negative aspects or limitations within an organization. They can include factors such as poor financial health, lack of expertise, outdated technology, or limited market presence.

    Opportunities: These are external factors that could potentially benefit an organization. They can include emerging market trends, new customer segments, technological advancements, or favorable government policies.

    Threats: These are external factors that pose risks or challenges to an organization. They can include factors such as intense competition, changing consumer preferences, economic downturns, or regulatory changes.

    What is a SWOT analysis of a college education?


    1. Knowledge and Skill Development: A college education provides an opportunity to gain in-depth knowledge and develop essential skills in a specific field of study.
    2. Personal Growth: College encourages personal growth and self-discovery, helping students become more independent, confident, and mature.
    3. Networking Opportunities: Attending college allows students to build a network of peers, professors, and professionals, which can be beneficial for future career opportunities.
    4. Access to Resources: Colleges offer various resources like libraries, research facilities, and state-of-the-art technology, which can enhance the learning experience.
    5. Career Preparation: Many colleges provide career counseling and internship opportunities, helping students prepare for the job market and improving their employability.


    1. High Costs: College education can be expensive, with tuition fees, textbooks, and other expenses, making it a financial burden for many students and their families.
    2. Time Commitment: Pursuing a college degree requires a significant time commitment, limiting the availability for other commitments like part-time jobs or family responsibilities.
    3. Lack of Practical Experience: Some argue that college education focuses more on theoretical knowledge rather than practical skills, which can result in a gap between academic learning and real-world applications.
    4. Limited Flexibility: College programs often have fixed schedules and curriculum, leaving less room for customization and flexibility based on individual interests or career goals.
    5. Potential for Indebtedness: Many students rely on student loans to finance their education, leading to a substantial amount of debt that may take years to repay.


    1. Advanced Education: College education provides opportunities for further education, such as pursuing graduate or professional degrees, allowing individuals to specialize in their chosen field.
    2. Global Exposure: Many colleges offer study abroad programs, allowing students to experience different cultures, broaden their perspectives, and develop a global mindset.
    3. Research Opportunities: Colleges often have research programs and facilities, presenting opportunities for students to engage in research projects and contribute to the advancement of knowledge in their field.
    4. Internships and Co-op Programs: Many colleges have partnerships with companies, offering internships and co-op programs that provide students with practical work experience and potential job offers.
    5. Entrepreneurship and Innovation: Colleges may provide resources and support for entrepreneurial ventures, encouraging students to explore and develop their own business ideas.


    1. Changing Job Market: The job market is constantly evolving, and the skills and knowledge gained through a college education may not always align with the demands of the job market, leading to potential unemployment or underemployment.
    2. Technological Disruption: Rapid advancements in technology may render certain job roles obsolete or change the required skillset, challenging the relevance of traditional college education.
    3. Rising Competition: With an increasing number of individuals pursuing higher education, competition for jobs and limited opportunities in certain fields can pose a threat to college graduates.
    4. Credential Inflation: As more people obtain college degrees, the value and significance of a degree may diminish, leading to employers placing greater emphasis on other factors like work experience or skills.
    5. Socioeconomic Disparities: Access to quality education may be limited for individuals from lower socioeconomic backgrounds, creating disparities in educational opportunities and outcomes.

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