Almost two-thirds of online mass-affluent investors have visited their primary investment firms' Web site in the past year. What content and features do they value most? Account balances and transaction history are far and away the most important features. Preferences vary by generation, though: Younger Boomers, for example, want functionality that prescribes action and then lets them act. Firms should focus their efforts on two site features that rank high in importance but relatively low in quality: portfolio tracking and online trading.