American Funds, the firm that loves to be forgotten, has garnered the limelight again by no less a personage than Morningstar's John Reckenthaler who touted the firm's abilities to rock equities investments, at least in performance. Rekenthaler notes that the firm's products outperform "year after year, decade after decade," but still suffers outflows. Like other active managers, the humble firm known for quietly letting its advisor clients shine suffered from investor expectations and the allure of low cost indexing competitors. What to do? Consider American another example of the difficulties fund firms have getting dates at the advisor dances. 

Edited by: Tommy Fernandez


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