01.05.23

Younger Investors Want Advisors With Good Mobile Apps, J.D. Power Says

J.D. Power's recently-released 2022 U.S. Wealth Management Digital Experience Study found that if financial advisors want to attract more younger investors, their mobile apps need to be as effective and comprehensive as their website. The study looked at the digital presence of 15 major financial services firms through the lens of their consumers. “The digital experience and the mobile app experience is an important opportunity for brands to differentiate themselves completely,” said Michael Foy, senior director of wealth intelligence at J.D. Power. He added that while websites continue to be a key part of an advisor’s business, mobile apps are quickly becoming a faster and more convenient alternative, particularly when it comes to younger generations.

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