Trends Report

US Investment Portals Fall Short Of Customer Expectations

November 13th, 2019

Summary

The website remains the go-to channel for retail investors, so firms seeking to differentiate need to make the web experience their top priority Prioritize core investing tasks and design the website accordingly to make it intuitive for customers. Reduce customer effort by providing an easy-to-read dashboard with key info when customers log in. Leverage natural language processing to let customers easily find what they are looking for. Provide charts and visuals to make it easy for customer to digest complex investment information. Incumbent firms need to add capabilities that enable customers to personalize goals and track progress.

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