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Digging into the Customer Experience: Brokerage, Online and OffBrokerage is Corporate Insight’s original areas of expertise, dating back to the introduction of Broker Monitor and e-Monitor in the 1990s. Our value-added brokerage and online services research digs deeply to identify and assess specific aspects of the customer experience.
|Life Events Resources|
In this e-Monitor Report, we look at the “Life Events” resources offered by online brokerage firms, a first for e-Monitor. We examined whether firms offer public or private site life events resources, whether they provide users with easy sharing options, and whether firms centralize their life events content. We review how many life events topics firms offer, and whether they use life events content to promote related products or services. Finally, we looked at the resources provided with life events content. We checked if firms link to their online planning or research tools, or if they provide users with downloadable content like checklists and worksheets.
Only a select group of e-Monitor firms offer life events content. A total of eight firms within our coverage group feature some life events resources. Public site life events sections are common, as seven of the eight firms provide public site users with the information. One firm only offers life events content within its private site Education section. Two firms offer their life events information as a main public site tab.
Firms vary in the resources they provide with their life events content. Five sites either link to or embed videos in their life events content. Videos are the only multimedia resources offered by any firms. Five firms link to a branch of financial advisor tool within their life events content. Seven firms link to at least one tool or calculator, such as a budget or retirement planning tool, while five firms provide users with at least one downloadable checklist or worksheet.
The average grade awarded in the report was slightly higher than a C. The best scoring firm received a B+. In general, firms that offer life events content are limited in at least one category in our resource methodology. Some of the top-scoring firms provide the fewest number of topics in the report. Others do not offer users any checklists or worksheets. One firm places its life events content on a difficult-to-locate sitelet. In general, we found that e-Monitor firms have room for improvement in their life events content.
Additional Key Findings: