Self-directed investing accounts are central to a customer’s relationship with their primary investment firm, and an increasing number of customers use their desktop to find, research, and open an account. Customers’ expectations of websites have increased, indicating a need for additional capabilities. To deliver a superior digital experience, firms should offer leading functionality and user experience across the research and purchase journey stages of the customer lifecycle: discover, evaluate, commit, and initiate (onboarding). This assessment helps digital leaders at US and Canadian investment firms gauge the quality of their website sales digital experiences and prioritize improvements.