Brokerage Experience Benchmarks:

The Experience Benchmarks evaluate the web and mobile platforms of 20 leading brokerage firms using a rigorous framework that covers the full customer and prospect digital experience. The assessments reveal how brokerages’ digital experiences rank in the competitive landscape overall and across various categories of evaluation.


Deep Dives into All Areas of the Digital Experience

Experience Benchmark Competitor Set

Our website and mobile benchmarking frameworks each consist of a comprehensive set of categories, subcategories and attributes covering the full digital experience. These include:

  • Account information
  • Account servicing
  • Trading
  • Research & Tools
  • Profile & Settings
  • Support
  • Design & Navigation
  • Prospect Experience
  • Ally Invest
  • Ameriprise
  • Charles Schwab
  • City Self Invest
  • E*TRADE
  • Edward Jones
  • Fidelity
  • JPMorgan SDI
  • Merrill Edge
  • Merrill Lynch
  • Morgan Stanley
  • Raymond James
  • RBC
  • Robinhood
  • TD Ameritrade
  • TIAA
  • UBS
  • US Bancorp SDI
  • Vanguard
  • Wells Fargo Advisors

Brokerage Experience Benchmark Components

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Importance Weightings

We conduct an annual survey of over 2,000 investors to understand their digital preferences and behaviors. Survey results are used to assign importance weightings to all aspects of the Experience Benchmark frameworks.

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Benchmarking Data

Firms receive a rank versus their competitors (from 1 to 20) and score (from 1 to 100) for their overall platform and for every category in the framework. The data shows clients their relative strengths and weaknesses versus competitors.

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User Research

We perform expert reviews of key digital journeys that clients typically perform on their brokerage websites and mobile apps (e.g., place a stock trade, retrieve a quote). These reviews impact firms’ scores in most assessment categories.

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Best Practice Learnings

We highlight industry best practices within each category of assessment, offering concrete examples and screenshots. Clients can use these learnings for inspiration as they build their digital roadmaps.

Custom Experience Benchmark

Tailored Research

CI’s Custom Experience Benchmark provides clients with an exceptionally deep assessment, with the opportunity to tailor the research specifically to meet their needs and preferences. With this service, clients can unlock the full potential of the benchmarking data, enabling them to make informed decisions, achieve their goals and stay ahead in an increasingly competitive landscape.

Custom Deliverables

  • Detailed report with performance commentary and actionable recommendations to improve the client’s digital platforms
  • Gap analysis for every category, identifying the platform’s strengths and weaknesses
  • Industry best practice examples and competitor screenshots for each category and subcategory
  • Executive presentation with performance analysis and top recommendations

Transform your digital offerings with the Brokerage Experience Benchmarks

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