Trends Report

Ten Must-Have Features For The Public Sites Of Investment Firms

Best Practices From The Public Websites Of Leading US Wealth And Asset Management Firms

June 1st, 2015
Bill Doyle
With contributors:
Benjamin Ensor , Audrey Blumstein


The Web is now the most popular channel for US consumers researching investment products: More buyers of products like individual retirement accounts (IRAs), mutual funds, and exchange-traded funds (ETFs) use firms' websites to research their purchases than any other touchpoint. To make the most of their public websites, eBusiness executives at brokerages, asset managers, life insurers, and other wealth management firms must understand what prospects want and what works best. Forrester has identified best practices for 10 must-have features, including deep product details, fee transparency, and streamlined account opening. This is an update of a previously published report; we have refreshed this report with updated data and new examples for continued relevance and accuracy.

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