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Investment Management Apps Are Failing Mainstream, Younger US Investors

Incumbents Risk Losing Millennial Investors Over Lack Of Comprehensive Financial Guidance In Mobile Offerings

December 26, 2017

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  • By Davis Janowski
  • with Benjamin Ensor,
  • Mike Chirokas,
  • Sam Bartlett

Why Read This Report

Many traditional investment management firms have felt little pressure to develop their mobile apps to include holistic advice features. This makes sense to a point: Incumbent firms' best clients are generally older, of higher net worth, more likely to have a financial advisor, and unlikely to engage in complex tasks such as planning via the mobile internet. Younger investors want more help on mobile devices, however, and a range of startups are showing that it can be done in a useful and compelling way. Established firms must do the same or risk losing a key demographic.

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Table of Contents

  • Incumbent Mobile Apps Are Failing Younger Investors
  • Established Firms Need To Focus On Customer Outcomes
  • Recommendations

  • Digital Teams Must Think Holistically About Customer Outcomes
  • Supplemental Material
  • Related Research Documents