Morningstar has revamped its strategy at looking at mutual funds focusing on how retail investors (that would be the average fund holder, like you and me) approach a purchase. Until now, the information was vague, if not spotty, offering stars and style boxes to determine such things as volatility and investment methods.
The new approach is attempting to delve deeper into the mind of the manager and what Morningstar (and institutional investors) call the economic moat - a term credited to Warren Buffet. The later looks at companies a fund might hold that would be considered stars in their field, businesses that have strong position against their competition and because of that, would be more apt to weather a storm in a sector. The question: will it make a difference?
Investors who care have always taken a crossover look at what they held in their portfolios. Holding an S&P500 fund and a large cap growth fund would find the investor placing money with similar companies. If they had done something like this, they would have overlapping exposure in both funds, suggesting that the investor would be at greater risk because they had failed to diversify.
A couple of things come to mind here. In spite of what would be called an increase in investor education, these consumers have not done their homework. In fact, these investors, many of whom have felt the downturn more than others who had chosen to diversify their fund holdings with either total market funds (such as indexes).
Once an investor step outside of the comfort of an index fund, no amount of information can change their belief that they are on the right track with the right fund(s) to meet their risk goals. So Morningstar has taken the process one step further, looking at the mind of the manager.
We have approached much of our fund managers as group of people (sometimes computers - which have been programmed by people to do certain computative equations) as experts. This thinking, adding years of service and past performance as guides, is no longer a good measure of how a fund will perform.
Keep this in mind. No matter how Morningstar looks at funds, some relevant facts remain.
First: past performance is no longer a measure of how a fund will do. With markets now at 1997 levels, the fund manager has scrambled to retain whatever investors they may have had. The Fidelity Magellan Fund once held over $100 billion in investor assets. Because of the market downturn and redemptions (the investor who has lost faith in the fund or simply panicked and sold moving into cash or worse, a target dated fund) the balance of holdings is no $20 billion. Morningstar believes that this is due to the economic moat.
Second: Managers are human and subject to the same biases that you are. They believe that the past offers some indication of the future. They embrace the notion that they can somehow divine the next move, the market bottom or some other investor fallacy. They are not supreme beings capable of such feats. In fact, the pressure they feel from their companies (many of the largest funds are public companies who are beholden to a much more vocal group of investors) and this has a negative effect on their decisions.
Third: economic moats are now not what they were. As companies scramble to realign themselves and simply survive, the moat between companies has shrunk to that of a small ripple separating one business from another. This measure might work for large well established companies but what about small caps and mid-cap funds whose competition is not clearly defined and can shift based on the ability to obtain credit and keep customers while trying to innovate. Judging a company based on this meteric does not take into consideration the value of a company’s share price.
Even if Morningstar had instituted these new measures a year ago ( a testament to reacting after the fact, which many fund managers and investors are doing), we would still be where we are. Moving forward it might help but I would disagree. For many investors, the following applies: “you can lead a horse to water, but you can’t make them a duck”.