Summary
European investors want a wide range of investment Web site functionality, but simple content and functionality such as transaction histories and account balances top the list. More advanced investment management tools generate considerably less interest. The importance of online tools and functionality differs by country and by investment firm, with clients of online stockbrokers wanting the most functionality. Since not all investors need advanced tools and functionality, eBusiness executives at most European investment firms should optimize basic functionality, obsess about usability testing, and better promote online customer service functionality before they invest in advanced features and functionality.
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