Investment firms are fighting for an estimated $30 trillion in new assets under management for individuals between 2015 and 2020. And new digital investment firms (so-called robo-advisors) join the cutthroat struggle for those dollars. You'd think that marketers promoting these firms were pulling out all the stops to demonstrate their client obsession; you'd be wrong. We undertook an audit of investment companies' content, which reflects little customer obsession and gives investors little reason to trust or differentiate any one company.