April 2018 Trends & Highlights: Public Site Updates, Tax Day and the Addition of Robinhood to the Corporate Insight Coverage Group

by on May 11, 2018


Public Site Updates – Twenty-four firms across multiple industries updated their public sites, ranging from full public site revamps to redesigned pages. Athene combined two sites in its revamp, while Columbia Threadneedle announced an upcoming May revamp. American Family, AXA, Brighthouse and MassMutual revamped their homepages.  MassMutual also made changes to its News & Press Releases page, similar to Guardian’s updates to its Press Center. Liberty Mutual, Nationwide, Prudential and USAA continued to update existing page designs, bringing them in line with pages that were previously revamped. Ally, American Express, Brighthouse, Chase, Discover, The Hartford, TD Ameritrade and Vanguard all made updates to pages related to their products and services. E*TRADE, Fidelity and Transamerica redesigned education-related pages, while AXA, Charles Schwab, Franklin Templeton, RBC Wealth Management and Wells Fargo changed pages related to the firm or the firm’s approach.

Tax Day 2018 – Thirteen firms promoted tax-related resources for April 17. Charles Schwab and Fidelity published a promotion with tactics to reduce tax bills. Edward Jones promoted its tax-related resources on the login page, while Merrill Lynch Wealth Management encouraged clients to contribute to their IRAs before the upcoming deadline. MassMutual and Transamerica published tax planning resources and Pacific Life and New York Life promoted tax-related articles. TD Ameritrade added new sections, teaching users how to import data to TurboTax and providing a Tax Day countdown. Vanguard linked to a help article on taxes in response to technical issues with its phone lines. E*TRADE released a new tax planning interface for stock plan participants. After Tax Day, Putnam assessed whether taxpayers will owe more or less next year.


Corporate Insight Adds Robinhood to the e-Monitor Coverage Group

Corporate Insight is pleased to introduce Robinhood to the e-Monitor coverage group. A mobile-based trading platform launched in 2014, Robinhood targets Millennial investors by offering free trades with no commissions or account minimums. Robinhood now boasts over three million users and over $100 billion in transaction volume, with over $176 million raised by investors including Jay-Z and Snoop Dogg. Last month, Robinhood ended beta testing and made its web platform available to all clients.

The firm’s public site offers only brief promotional and informational content, utilizing dynamic graphics of the mobile platform and short descriptions of its capabilities. Customer testimonials appear throughout the page in light gray text.

Public Site Homepage (Top)

Like its mobile app, Robinhood’s private website color scheme shifts after the markets close. The homepage displays an interactive account value chart and For You section with a scrolling list of stocks, specifically curated for clients based on their current holdings, as well as market events such as more trades placed than usual, recent earnings or significant price increases.

Private Site Homepage (Top)

Brighthouse and MetLife Solidify Their Division with Two New Advisor Sites

Following the August 2017 Brighthouse spinoff, the firm launched a new advisor site and MetLife revamped its own advisor site, solidifying their division. The Brighthouse and Metlife sites now offer prospectuses, inforce illustrations and forms for their respective policies. The two sites are only integrated with the eService functionality, which displays the book of business. Both sites offer the same book of business access with the option to toggle between Brighthouse and MetLife business.

Both sites offer responsive design, feature more information before login and match the design of the corresponding public site. The sites provide limited new capabilities, instead reformatting and reorganizing existing tools and information. The previous MetLife quote tool and calculators are no longer available on either site. A Brighthouse marketing material search stands out as the most substantial new capability.

New MetLife Advisor-Oriented Public Site Homepage (Truncated)

New Brighthouse Advisor Site Homepage (Truncated)