Corporate Insight is tracking firm communications regarding market uncertainty following recently announced tariffs. Investing firms are using a number of touchpoints, including public and authenticated sites, mobile apps, and emails to reach investors. These communications typically either provide directives—for example, discouraging emotional investing—or educational resources.
We consistently see secure site and mobile app banner notifications for all kinds of communications, for example alerting customers to profile updates or tax form availability. Several investing firms have added banner alerts relating to market volatility.
- Ameriprise and TIAA each added identical market volatility alerts to the secure site homepage and mobile app, both of which link to the firm’s public site market volatility resources. This allows for consistent messaging across all communication channels.
- Merrill Lynch, TIAA and T. Rowe Price also added market volatility alerts to their secure site that link to publicly available market volatility resources.
- While banner alerts are nonintrusive, they are also easy to miss. Edward Jones opted to display a post-login interstitial lightbox with Remind Me Later and Dismiss buttons, allowing customers to opt to receive the same notification later once they have completed any outstanding tasks.
In addition to home screen banners, two firms—Vanguard and Wells Fargo—added cautionary notification banners directly on the trade ticket. These are likely designed to discourage customers from making ill-conceived, impulsive trades.
- The Vanguard trade ticket does not discourage customers from trading altogether, instead suggesting customers implement certain strategies, like order types, to mitigate risk via lightbox.
- Wells Fargo’s trade ticket houses an unlabeled alert that expands to reveal a message highlighting increased risk of loss and telling customers to “exercise discretion” without offering specific advice as Vanguard does.
Firms are using a multi-channel approach to communicate market volatility to customers. Several firms emailed customers with messaging ranging from purely informational—such as invitations to webinars—to encouraging messaging. A few firms have encouraged customers to reach out to a financial advisor.
- Vanguard has sent customers several emails encouraging them continue on with their financial plan and providing information about how policies may impact their accounts.
- One recent email from Ameriprise links to public site resources but also encourages customers to set up an appointment with an advisor.
- A few firms like Fidelity, Merrill Lynch and TIAA emailed customers a basic statement and linked to resources like upcoming webinars and audiocasts.
- Other firms, like American Funds, Fidelity and Robinhood have included discussion of tariffs and/or market volatility in standard newsletter email.
Firms are also prominently promoting resources on public site homepages and education centers.
- The Insights and Education section of Charles Schwab’s homepage highlighted an article regarding tariffs and market volatility. Fidelity’s homepage banner promoted the firm’s webinar on tariffs. The Vanguard homepage banner linked to an expert commentary video.
- Morgan Stanley, Raymond James and UBS’ public site homepages, meanwhile, highlight relevant articles from public commentary channels.
- TIAA’s Capital Ideas interface includes a dedicated Tarriff Talk tile which prompts a corresponding educational resource page
Clients can access the latest collection of market volatility communications across all financial services verticals on our client portal. Not a client? Send us a message to learn more about accessing CI’s competitive intelligence research.
Rosalie Goldberg
Rosalie Goldberg is the Research Manager for CI's fintech and mobile team.