Why Read This
Four out of five US online affluent investors visit their investment firms' websites at least a few times a year. What secure-site features do they value most? Account inquiry features — balances, transaction history, holdings — are the most important, followed by moving money and communicating with advisors. Users typically rate these features comparably high on quality. But a handful of important features rank relatively low in quality, such as portfolio performance reporting. Smart eBusiness and channel strategy professionals will strive to get the top-ranked features right; they can then differentiate their online wealth management offerings by providing improved versions of features that lag in quality.