Corporate Insight Unveils 2025 Brokerage Experience Insights
Fidelity Takes the Lead in Website Performance; Charles Schwab and Fidelity Co-Lead in Mobile Experience
Corporate Insight (CI), the foremost provider of competitive intelligence and customer experience research tailored for the financial services sector, recently shared its latest findings in the 2025 Brokerage Experience Benchmark reports. These in-depth reports evaluate and rank the digital platforms of 21 top brokerage firms by analyzing nearly 400 attributes, providing valuable insights into the competitive landscape.
"The 2025 Benchmarks illustrate continued digital investments within the brokerage industry, with firms enhancing their offerings in areas such as performance reporting, research tools, and overall user experience," mentions Ian Bonhotal, brokerage research manager at CI. "Brokerages are responding to the demand for clearer portfolio insights and user-friendly platforms, which are vital for contemporary investors."
The evaluation reveals that Fidelity stands as the top brokerage firm for web experience, achieving an impressive score of 88 out of 100, while both Charles Schwab and E*TRADE follow closely behind with scores of 85. This marks the second consecutive year that Fidelity has dominated the website category, extending its lead from a margin of one to three points.
In mobile performance, Charles Schwab and Fidelity share the top position, each scoring 70 out of 100. E*TRADE scored 68, tying with J.P. Morgan SDI, which notably increased its score by five points, representing the most significant mobile score enhancement.
According to James McGovern, senior VP of research at CI, "Fidelity's consistent excellence on desktop platforms is evident in its top rankings across five of the eight evaluated categories. It excels especially in Account Information—the key area for investors—and shows significant improvements in performance reporting and analytics."
The mobile experience also highlights the success of Charles Schwab, who has maintained its tie for leader status for the third consecutive year, crediting its superior stock/ETF and options trade interfaces as significant contributors to its success. Fidelity has also gained recognition, ranking in the top three across four mobile categories.
Key trends observed from the benchmarks include:
1. Usability vs. Functionality
The gap between usability and functionality is notable. On average, firms score significantly higher in usability compared to functionality. The overall usability score for desktop stands at 77, while functionality lags at 64; and for mobile, usability averages 71 against a mere 49 for functionality.
2. Design Improvements
Recent enhancements have shown a strong focus on navigation. Notably, 18% of significant updates to brokerage websites since the previous benchmark highlight improvements in design and navigation. Vanguard has made remarkable strides, introducing new quick-links on its homepage and a search feature in the header, enhancing user navigation.
3. Full-Service Firms Rising
Merrill Lynch has made history by becoming the first full-service firm to achieve at least an 80 score in the website benchmark, indicating significant advancement in digital capabilities, particularly in trading and research, often associated with Merrill Edge.
McGovern further expresses, "Historically, full-service firms have faced challenges in their digital transformation, preferring to rely on their advisor relationships. However, Merrill Lynch's ability to succeed in both realms is setting a pivotal benchmark for the industry, inspiring similar firms to enhance their digital platforms while upholding their advisory commitments."
The benchmarks analyze brokerage firms across eight essential categories, which include:
- Account Information
- Design & Navigation
- Profile & Settings
- Trading
- Account Servicing
- Research & Tools
- Support
- Prospect Experience
The complete reports provide in-depth profiles and rankings for notable firms, including:
- Ally Invest
- Ameriprise
- Charles Schwab
- Citi Self Invest
- E*TRADE
- Edward Jones
- Fidelity
- J.P. Morgan SDI
- Merrill Edge
- Merrill Lynch
- Morgan Stanley
- Raymond James
- RBC
- Robinhood
- SoFi
- T. Rowe Price
- TIAA
- U.S. Bancorp SDI
- UBS
- Vanguard
- Wells Fargo Advisors
About Corporate Insight
Corporate Insight (CI) is committed to delivering competitive intelligence and user experience research to some of the most prominent financial services, insurance, and healthcare organizations across the nation. Over the past three decades, CI has set the standard for customer experience research by utilizing a unique methodology, which focuses on analyzing the genuine customer experience to empower organizations to enhance their market competitiveness.
Frequently Asked Questions
What is the focus of the 2025 Brokerage Experience Benchmark reports?
The reports primarily evaluate and rank the web and mobile platforms of leading brokerage firms based on nearly 400 individual attributes.
Which brokerage firm scored the highest in website experience?
Fidelity achieved the highest score in website experience, with an impressive 88 out of 100.
How do the scores vary between desktop and mobile experiences?
The usability scores for desktop average 77, while mobile usability scores average 71, highlighting a general trend towards enhanced user experience.
What are some key changes observed in brokerage websites?
Improvements in usability and design have led to a stronger focus on navigation, with significant updates aimed at enhancing user interface and experience.
Who are the leading firms mentioned in the report?
Leading firms include Fidelity, Charles Schwab, and E*TRADE, which have shown exceptional improvements in both web and mobile performance.
