Competitive
Competitive shows you how your funds stack up against the market: who already holds something close to what you offer, where you have no presence yet, and how your funds are tracking against their peers. Three tabs cover it: Holdings, Whitespace, and Peer Groups.
:::tip Why This Page Matters Fit alone does not tell you where to spend a week of calls. Competitive adds the market context: who is close to buying because of what they already hold, and where a fund is gaining or losing ground against its peers. :::
Holdings: Who's Already Close
Holdings, the default tab, ranks advisors by product fit against your fund line, ordered by how closely their current holdings overlap the products you cover. The list rebuilds every weekend, so the ranking reflects recent activity rather than a stale snapshot.
Whitespace: Where You're Not
Whitespace shows the gaps in your distribution: the white space and displacement opportunity against your fund line. This tab only appears for firms whose plan includes the underlying distribution data; if yours does not, you will not see the tab, and a saved link to it opens Holdings instead.
Peer Groups: Flow Share and Rank
Peer Groups shows each fund's share of flows and its rank within its peer group, with quarter-over-quarter movement so you can see whether a fund is gaining or losing ground. It also includes an AI-search-visibility comparison against rival brands, so you can see how your fund shows up in searches next to the competition.