August 2016 Trends & Highlights: Fidelity Robo-Advisor, Mobile Changes and Capital One Skill

by on Sep 16, 2016



  • Eight Public and Private Site Revamps – August was full of both public and private site revamps. Two firms, Chubb and TD Ameritrade, revamped their public sites to incorporate responsive design. Chubb also now provides a universal navigation menu and TD Ameritrade includes new section overview pages. Three firms—MetLife, T. Rowe Price and USAA—also redesigned their public site homepages, all of which focus on brand-promotion and provide easier access to content. Six firms—ADP, Allstate, BlackRock, Chase, Empower Retirement and Wells Fargo—overhauled their private sites. Four of the six firms improved their navigation, streamlining user access to important site features. ADP and Allstate updated their color schemes and took tablet-first approaches. Empower’s revamp combines previously separate legacy websites while Chase and Wells Fargo both improved site readability.


Chubb’s New Navigation Menu


Chase Revamped Main Menu


Revamped ADP Participant Site


  • More Digital Wallet Services – Digital payment capabilities continued to grow through August. Microsoft Wallet appeared on the market with very little fanfare, with Bank of America, PNC Bank and U.S. Bank becoming early adapters. Wells Fargo introduced its own wallet, Wells Fargo Wallet, available through the firm’s Android app. Additionally, KeyBank customers can now use Android Pay, and Discover added compatibility with Walmart Pay.
  • New Mobile Capabilities – In August, we saw firms incorporate TouchID and 3D Touch along with a variety of new features into their mobile apps. Two firms, TIAA and TD Ameritrade, added TouchID to their iOS apps. Fifth Third and TIAA incorporated 3D Touch into their iOS apps. American Express and Citibank’s apps now include desktop site features, offering Check Spending Power and Citi Price Rewind, respectively. E*TRADE added account servicing options, including a change password feature, to its app, and the TD Ameritrade Mobile Trader app now offers help videos.



Fidelity Introduces Its First Robo-Advisor

Fidelity unveiled Fidelity Go, an automated investing platform offering clients a diversified portfolio that can include funds that hold stocks, bonds and short-term investments based on an investor’s goals and risk tolerance.


Fidelity Go Results Page


Capital One Skill

Capital One Skill for Amazon Alexa allows customers to manage their accounts with voice recognition. Customers can check balances, pay credit card bills, review recent transactions and get due dates for their Capital One credit card and checking and savings accounts.

Nationwide’s Updated Campaign

The firm partnered with singers Rachel Platten and Brad Paisley to add a new sound to the signature “Nationwide Is on Your Side” jingle. The firm is promoting the updated campaign with posts to Twitter and Facebook, videos to YouTube, and public site content.

Chase Sapphire Reserve Card

The new Sapphire Reserve card provides Ultimate Rewards and standalone travel benefits. The card carries a $450 annual fee and awards three points per $1 spent on travel and dining purchases. A 100,000 bonus point initial spend offer is awarded to card holders for spending $4,000 in the first three months of account opening. The card does not have foreign transaction fees and provides automatic credits for up to $300 in travel purchases each year and up to $100 for Global Entry or TSA PreCheck enrollment.