Why Bogle was the Best CEO

Want to know how to run an asset management company that truely serves investors? Look to Jack Bogle, says Morningstar columnist John Rekenthaler

John Rekenthaler 28 January, 2019 | 12:11PM

Vanguard founder Jack Bogle how to manage an asset manager fund company

Bogle was the best chief executive officer in fund history, and second place isn’t even close. He began in the right place: attempting to create top-notch products. That advice sound obvious, but in the '70s it was not. Many leading mutual fund companies offered mediocre funds.

The general belief was that “funds are sold, not bought,” and that what mattered for business success was distribution power and brand recognition. Strong fund returns were useful but not strictly necessary.

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About Author

John Rekenthaler

John Rekenthaler  John Rekenthaler is vice president of research for Morningstar.

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