Wells Fargo Advisors Ranks Highest in Wealth Management Digital Experience Satisfaction in Advised Investor Segment, Robinhood Ranks Highest in DIY Investor Segment

Does your wealth management website or mobile app look more like a Wall Street trading floor than a boring corporate brand page? It’s no accident. According to the J.D. Power 2025 U.S. Wealth Management Digital Experience Study,^SM released today, both advised and do-it-yourself (DIY) wealth management websites and apps have doubled down on sleek interfaces, powerful portfolio analytics and AI-powered assistants that are helping investors get more visibility into what’s happening in their portfolios. The more technologically advanced and consistent those tools are, the higher investors’ overall satisfaction is.

“The continued growth of fintech players in the wealth management space has really raised the bar on investor expectations of a truly personalized digital experience,” said Mike Foy, managing director and head of wealth intelligence at J.D. Power. “As firms continue to incorporate more capabilities into their digital properties, it is critical that they also deliver a consistent cross-channel experience that connects with investors whether they are engaging via desktop, mobile app or speaking offline with an advisor or representative.”

Following are key findings of the 2025 study:

• Top-performing brands score points on visual appeal, investing tools: The top-performing brands in the study set themselves apart by offering sleek, intuitive designs, easy navigation and information-rich content that is consistent across different digital channels.
• More than half of wealth management apps now offer virtual assistants: AI-powered virtual assistants have become increasingly prevalent across both DIY and advised segments. Currently, 60% of DIY apps and 54% of advised apps offer virtual assistants.
• Virtual assistants drive customer satisfaction: The average overall satisfaction among advised wealth management investors who use their firm’s virtual assistant app feature is 767 points (on a 1,000-point scale), which is 72 points higher than among investors whose firm’s app does not offer a virtual assistant. In the DIY segment, overall satisfaction scores are 47 points higher, on average, when investors use virtual assistants than when no such service is offered.
• Advanced queries still require human intervention: Even the most sophisticated wealth management virtual assistants are still only effective for routine or reactive tasks, but do not proactively make suggestions or anticipate investor needs. More advanced requests typically require escalation to a human agent or advisor.

“The importance of good design is hard to overstate when it comes to investor satisfaction with wealth management apps and websites,” said Jon Sundberg, senior director of digital solutions at J.D. Power. “J.D. Power is seeing many new capabilities being introduced and many firms are getting great traction with AI-powered virtual assistants, but the real key to investor engagement with wealth management apps and websites is intuitive, clean design and consistency across different communication channels.”

Study Rankings

Wells Fargo Advisors ranks highest in overall customer satisfaction with the advised wealth management digital experience, with a score of 756. J.P. Morgan Wealth Management (748) ranks second and Vanguard (744) ranks third.

Robinhood ranks highest in overall customer satisfaction with the DIY wealth management digital experience, with a score of 724. Charles Schwab (717) ranks second and Fidelity and Stash (713) each rank third in a tie.

See the rank chart for each segment at http://www.jdpower.com/pr-id/2025156.

The U.S. Wealth Management Digital Experience Study was redesigned for 2025, thus overall satisfaction scores are not comparable with previous-year studies. The study evaluates customer satisfaction with the wealth management digital experience, inclusive of both apps and websites, based on four factors: information, tools/capabilities, system performance and design. This year’s study is based on responses from 5,608 advised and DIY investors and was fielded from June through August 2025.

For more information about the U.S. Wealth Management Digital Experience Study, visit https://www.jdpower.com/business/financial-services/wealth-management-digital-experience-satisfaction-study.

About J.D. Power

J.D. Power is a global leader in consumer insights, advisory services, and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 55 years. The world's leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.

J.D. Power has offices in North America, Europe and Asia Pacific. To learn more about the company's business offerings, visit JDPower.com/business. The J.D. Power auto-shopping tool can be found at JDPower.com.

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