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This is the fourth article in the Future of Investing series, drawing insights from our annual industry-wide survey.1 Please refer to The Future of Investing: 2024/25 Edition—Overview for a summary of the key findings as well as other preceding articles.

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Since the emergence of “Modern Portfolio Theory” and the “Capital Asset Pricing Model” in the late 1960s, institutional investors have taken a quantitatively driven approach to portfolio construction, looking to create portfolio diversification and obtain better risk-adjusted returns by balancing their asset-class exposures. This journey has seen several important advancements in thinking about how to optimally achieve desired results and has provided a roadmap for those servicing retail investors, as illustrated in the following exhibit.

Exhibit 1: Evolution of Portfolio Construction

Source: Franklin Templeton Industry Advisory Services. For illustrative purposes only.

Originally, institutions determined a target global asset allocation that distributed capital across actively managed equity and bond exposures. The target asset allocation would serve as the benchmark (using index benchmarks for returns) to determine overall portfolio outperformance. The emergence of Fama and French’s factor model in the 1990s created a more detailed perspective on the contributors to performance. This eventually led to the groupings of funds in style-box-aligned equity and bond funds (or managed accounts). The ability to build portfolios using these exposure categories represented a bottom-up approach. The selected portfolio managers were expected to deliver both beta—market returns within their style—and alpha—outperformance relative to that constrained benchmark.

Over time, asset managers took a variety of approaches to the style-box benchmarks, with some choosing to systematically replicate only the market returns of the style box, i.e., excluding alpha, resulting in lower cost to the client. As competition drove down fees, this became a very economic basis on which to build a portfolio.

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