Analysis provided by Strategic's Daniel Morris show AMP's investment earnings were largely on par with the rest of the market but inflows to the provider fell 11 per cent to $1.49b compared to the overall market where inflows were up 17 per cent.
But the investment manager also managed to reduce its outflows by 21 per cent on the prior year.
An AMP New Zealand spokesman said it had positive cashflow into its contemporary products.
"...the slight reduction in funds under management reflects not only global market performance, but also the ongoing renovation and simplification of our products, including the closure of some older products."
The spokesman said the Strategic Insight data did not include provision for the transfer of clients and funds (rather than outflows) from some proprietary products on to AMP advice platforms.
The figures show the biggest winner last year was the BNZ which saw a 27.5 jump in funds under management over the year to $1.988b although it still has only 2 per cent market share.
Milford Asset Management also did well, up 18.8 per cent to $5.737b followed by ASB up 11.8 per cent to $14.464b.
Across the different types of investments KiwiSaver funds under management grew 9.1 per cent to $52.2b while other superannuation funds were down 7.5 per cent to $6.4b.
Unit trusts were up 3.2 per cent to $38.4b while insurance and investment bonds fell 12.2 per cent to $268m.