Hearts & Wallets: The source for retail investor data & insights
  • How We Help
  • Products
    Reports
    Trends™ Subscriber Briefings
    IQ™ Dataminer
    EQ™ Vault
    Inside Advice® Benchmarking
  • News
    In the News
    Press Releases
    Podcasts
  • About
  • Sign up
  • Log in
  • Contact

Wants & Pricing

How Top Performers Crack the Code to Get Customer Wants Right -- a Quantitative Report


Request preview See All Reports

Order Report - Wants & Pricing: How Top Performers Crack the Code to Get Customer Wants Right -- a Quantitative Report

Basic
$6,000
View report online
1-20 Seats
Standard
$9,500
View report online
Download slide images
1-50 seats
Enterprise+
$15,000
View report online
Download slide images
Get report in Powerpoint and PDF formats
Unlimited seats
(home office)

Select the desired report(s) and send a signed copy of this form to info@heartsandwallets.com. We will prepare a separate invoice for payment.

By signing this form, I certify that I am authorized to make this purchase on behalf of my company (“Customer”) and that Customer agrees to the following terms. Hearts & Wallets grants Customer a limited, non-exclusive, non-assignable license to use the Hearts & Wallets’ report for Customer’s private, internal use only. Customer shall not use any portion of the report for external use. Customer shall not share the report with any third-party, shall not permit other persons to use the report, shall not create derivative works based upon the report, and shall not sell, lease, or otherwise transfer rights to the report. Any such forbidden use shall immediately terminate Customer’s license to the report. All title, ownership, rights, and intellectual property rights in the report shall at all times remain vested in Hearts & Wallets. Customer does not receive any ownership rights or intellectual property rights in the report. Upon receipt of this report, Customer accepts the report and agrees to pay the amount specified.

By submitting this form you have read and agree to the terms.

Report Overview

Wants & Pricing: How Top Performers Crack the Code to Get Customer Wants Right gives you the competitive data and insight you need on customer wants, Top Performer firms, expectations for paid vs. non-paid financial professionals, and important pricing trends.

Understand the level of importance that consumers place nationally on 34 service dimension attributes (25 firm and 9 fin pro) and three pricing dimensions tracked, plus how the top 21 firms most often cited perform. The report draws from the latest fielding of the Hearts & Wallets Investor Quantitative™ Database, recognized as the largest single dataset on U.S. retail consumer attitudes, behaviors and buying patterns, with over 45,000 U.S. households. 

Select Key Findings

  • As consumer enthusiasm for flat fees continues to grow, some stores are ahead of the trend, while others lag – find out which ones in the report. 
  • Consumers who expect advice to be free have higher expectations for accountability for investment results compared to consumers who pay for investment selection. 
  • Top Performers for “explains things in understandable terms” are Ameriprise, Edward Jones and Morgan Stanley.

How This Report Helps

Marketing, product and advice/digital design professionals will benefit from the actionable data and insights in this report to: 

  • Compare the results of this large-scale national study to your internal brand tracking to gain new insights. 
  • Satisfy the key shopping criteria for consumers who use financial professionals, and define customer expectations for “free” service. 
  • Help consumers understand how to buy what they want. 
  • Know your customer wants and those of competitors to develop competitive strategies. 
  • Stay ahead of pricing trends.    

About the Hearts & Wallets Investor Quantitative™ Database

The Hearts & Wallets Investor Quantitative™ Database (IQDB) is the comprehensive resource for understanding and analyzing behaviors and attitudes of retail savers and investors. With over 1,600 fields and derived variables, the breadth and depth of topics covered is designed with decades of hands-on experience in the marketing, product, service and research functions it serves. The database covers consumers of all age and wealth segments, with over 5,000 annual responses to an online survey fielded mid-year since 2010. The large sample size of over 45,000 U.S. households permits sizing and profiling of virtually any demographic, behavioral or attitudinal definition for consumer groups. Its national weighting methodology allows for comparisons across years and customer/shareholder bases of leading firms.  

“Rarely does any content that I’ve read over the years reach the level of sophistication and credibility that Hearts & Wallets produces.”    

– Consumer Insights Professional, major diversified firm  

This new 58-page report features 37 data-intensive exhibits

Executive Summary

Key Findings & Implications, Favorite Statistics, Related Research

9-16

Most Frequent Wants of Firms Have Been the Same for 5 Years and Growing Stronger

Wants from Firm – Top Two-Box Importance: National

17

Most Frequent Wants from Firm – Top Two-Box Importance, Ranked Based on Importance: National, by Store, by Lifestage, by Assets

18-22

Emerging Wants from Firm – Top Two-Box Importance: National, by Lifestage, by Assets

23-24

Consumers Identify Wants From Fin Pros and How Expectations Differ if Paying for Advice

Wants from Financial Professionals – Top Two-Box Importance: National, by Lifestage, by Assets, by Year

25-26

Wants from Financial Professionals: Use Paid Inv Pro vs. “Free” Fin Pro – Top Two-Box Importance: National, by Lifestage, by Assets, by Year

27-29

“Don’t Know How I Pay” Persists

Pricing Mechanism: National, by Lifestage, by Assets, by Year

30-31

Store and Product Pricing Mechanisms: National, by Year, by Investable Assets, by Lifestage, by Amount

32-37

Understanding of How Firm Earns Money: National, by Year, by Investable Assets, by Lifestage

38-39

Top Performers are Identified Based on Customer Satisfaction

Top Two-Box Importance and Satisfaction Ratings on Wants from Firm and on Select Pricing Measurements by Service Dimension, All Primary and Secondary Customers

40-53

Different Views are Examined Within Wants & Pricing Data

Top Two-Box Importance and Satisfaction Ratings on Wants From Firm and on Select Pricing Measurements, All Primary and Secondary Customers

54-63

Brand Perceptual Map: Top 2 Box Satisfaction on 2 Wants, All Primary and Secondary Customers

64-65

Appendix

Appendix: Terminology & Definition, Sample Sizes

66-73

Index of Companies

American Century

10, 14, 19, 40-53, 55-56, 58-65

Ameriprise

10, 13, 19, 40-53, 55-65

Bank of America (excluding Merrill Lynch)

19, 40-53, 55-56, 58-64

Capital One

19, 40-53, 55-56, 58-64

Citibank

10, 14, 19, 40-53, 55-56, 58-64

Charles Schwab

10, 13-14, 19, 40-53, 55-56, 58-65

Edward Jones

10, 13, 19-20, 40-53, 55-64

E*Trade

10, 13-14, 19, 40-53, 55-56, 58-64

Fidelity

19, 40-53, 55-56, 58-64

JP Morgan Chase

10, 14, 19, 40-53, 55-56, 58-64

Merrill Lynch (excluding EDGE)

10, 14, 19, 40-53, 55-64

Morgan Stanley

10, 13-14, 19, 40-53, 55-65

PNC

10, 13, 19, 40-53, 55-56, 58-64

Prudential

10, 13, 19, 40-53, 55-56, 58-65

T. Rowe Price

19, 40-53, 55-56, 58-64

TIAA

14, 19, 40-53, 55-56, 58-65

TD Ameritrade

10, 14, 19, 40-53, 55-56, 58-64

USAA

10, 13-14, 19, 40-53, 55-56, 58-65

Vanguard

10, 13-14, 19, 40-53, 55-56, 58-64

Wells Fargo Advisors

13, 19, 40-53, 55-64

Wells Fargo Bank

19, 40-53, 55-56, 58-64

Get the Wants & Pricing Report! Contact us for pricing options to order.

Contact us

Select the desired report(s) and send a signed copy of this form to info@heartsandwallets.com or fax to 800-930-0966. We will prepare a separate invoice for payment.

By signing this form, I certify that I am authorized to make this purchase on behalf of my company (“Customer”) and that Customer agrees to the following terms. Hearts & Wallets grants Customer a limited, non-exclusive, non-assignable license to use the Hearts & Wallets’ report for Customer’s private, internal use only. Customer shall not use any portion of the report for external use. Customer shall not share the report with any third-party, shall not permit other persons to use the report, shall not create derivative works based upon the report, and shall not sell, lease, or otherwise transfer rights to the report. Any such forbidden use shall immediately terminate Customer’s license to the report. All title, ownership, rights, and intellectual property rights in the report shall at all times remain vested in Hearts & Wallets. Customer does not receive any ownership rights or intellectual property rights in the report. Upon receipt of this report, Customer accepts the report and agrees to pay the amount specified.

Name:
Email:
Company:
Phone:
Signature:
Date:

Select the desired report(s) and send a signed copy of this form to info@heartsandwallets.com. We will prepare a separate invoice for payment.

By signing this form, I certify that I am authorized to make this purchase on behalf of my company (“Customer”) and that Customer agrees to the following terms. Hearts & Wallets grants Customer a limited, non-exclusive, non-assignable license to use the Hearts & Wallets’ report for Customer’s private, internal use only. Customer shall not use any portion of the report for external use. Customer shall not share the report with any third-party, shall not permit other persons to use the report, shall not create derivative works based upon the report, and shall not sell, lease, or otherwise transfer rights to the report. Any such forbidden use shall immediately terminate Customer’s license to the report. All title, ownership, rights, and intellectual property rights in the report shall at all times remain vested in Hearts & Wallets. Customer does not receive any ownership rights or intellectual property rights in the report. Upon receipt of this report, Customer accepts the report and agrees to pay the amount specified.

PRESS IN THE NEWS Privacy Policy Terms of Use ABOUT CONTACT US Subscriber Login
Email LinkedIn Twitter
© 2025 HEARTS & WALLETS, LLC. ALL RIGHTS RESERVED
Log In

Forgot Password?
Change or reset your password.

Not a subscriber? Get more info
Learn more about Hearts & Wallets
We'll never share your email with anyone else.
We'll never share your phone number with anyone else.

Already a Hearts & Wallets Trends™ Subscriber? Log in
Reminder

Hearts & Wallets reports and research are for internal use only. Reports, wording of survey questions, structure of fields and data points are the property of Hearts & Wallets and are protected by copyright. Access to them is provided to you for internal strategic use only, and they cannot be used outside of your company without written consent from Hearts & Wallets LLC. Please contact Client Success to add more users for internal strategic access or to inquire about flexible options for licensing content for external use.

By clicking “I Agree”, you agree to our terms of use and that you have read our privacy policy.

Reminder

Hearts & Wallets reports and research are for internal use only. Reports, wording of survey questions, structure of fields and data points are the property of Hearts & Wallets and are protected by copyright. Access to them is provided to you for internal strategic use only, and they cannot be used outside of your company without written consent from Hearts & Wallets LLC. Please contact Client Success to add more users for internal strategic access or to inquire about flexible options for licensing content for external use.

By clicking “I Agree”, you agree to our terms of use and that you have read our privacy policy.

Inquire

/var/www/private/templates/end_page.php on line 208

Warning: Trying to access array offset on value of type null in /var/www/private/templates/end_page.php on line 208
"> /var/www/private/templates/end_page.php on line 209

Warning: Trying to access array offset on value of type null in /var/www/private/templates/end_page.php on line 209
"> /var/www/private/templates/end_page.php on line 210

Warning: Trying to access array offset on value of type null in /var/www/private/templates/end_page.php on line 210
">
Feedback and Questions about this page

Got feedback for us? Have a question? Found a bug?

Let us know how to make this better for you!

A message is required