Information Architecture for Brokerage Firms: Creating Better Engagement

Last month, CI’s Online Brokerage team published a Public Site Information Architecture report, examining the information architecture that brokerage firms employ on their public site. The report examines 21 brokerage firms, highlighting how firms present content within their main navigation menus, headers and footers, as well as assessing how firms leverage navigation features, including calls to action. As a preview of this recent report, this Insights post will explore the importance of engaging prospective clients, and discuss how firm’s public site information architectures build user confidence and support conversion.

Thoughtful navigation drives conversion

Users visit public brokerage websites for a variety of reasons—whether they’re searching for investment ideas, evaluating fees or comparing firm offerings. The path they take, whether seamless or frustrating, is largely determined by something many users don’t consciously notice: information architecture. While various factors influence whether users stay and explore, intuitive navigation plays a key role. A strong information architecture guides user journeys, supports conversion goals and helps firms stand out in an increasingly competitive digital landscape.

Good navigation helps users move through the site. Great navigation nudges them towards action.

Many firms take advantage of their main navigation and header to feature persistent calls to action, including buttons and links that lead to account opening processes or advisor locator tools. Charles Schwab and Edward Jones, for instance, house standalone call to action elements directly within the main navigation structure, using design elements that draw the eye and invite exploration.

• Charles Schwab includes an Open an Account button and a Find a Branch link, while Edward Jones features a Find a Financial Advisor button.

• Other firms integrate material into main navigation flyouts. Morgan Stanley Wealth Management features a colorful flyout with a Featured column that houses Get Matched with a Financial Advisor and Explore What We Offer promotional tiles. This approach turns site browsing into an opportunity to inform, guide and convert users without relying on popups or promotional clutter.

38% of firms in CI’s online brokerage coverage set feature a persistent call-to-action

Competitive implications

Firms with strong information architectures can:

• Reduce acquisition friction: Streamlined discovery paths and prominent calls to action support faster decision-making.
• Clearly demonstrate breadth and depth of offerings: Comprehensive but organized navigation structures showcase capabilities.
• Support comparison shopping: Clear information organization helps prospects evaluate offerings.

Firms that view public site navigation design as a marketing and conversion tool—rather than simply a technical requirement—will better position themselves to capture and convert prospective clients. The most successful approaches carefully balance comprehensive content exposure with intuitive user flows. In an industry where trust and user confidence are paramount, effective information architecture also plays a key role in highlighting calls to action and ultimately supporting conversion journeys.

Explore our Insights page for more research on trends in brokerage and other industries. And to learn more about how CI’s subscription services can help your investing firm enhance its digital experience, check out our Online Brokerage Research Services.