Decision Tool

The Forrester Mobile Investing App Functionality Assessment Tool

April 18th, 2023
Vijay Raghavan, Senior Analyst
Vijay Raghavan Senior Analyst
Sohm Gough, Researcher
Sohm Gough Researcher
With contributors:
David Hoffman , Andrew Pelletier , Aaron Suiter

Summary

Mobile investing apps are an important part of investment firms’ offerings to customers. Customers’ expectations of investing apps have increased in recent years, indicating a need for additional capabilities to enhance transactions and services. To deliver a superior digital experience, firms should offer leading functionality in five categories: portfolio management; news, research, and analysis; assisted service features; self-service features; and marketing and sales. This assessment helps digital leaders at US and Canadian investment firms gauge the quality of their mobile investing app functionality and recommends actions they can take to improve it.

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