Order Report - Wants & Pricing 2022: What’s Important to Retail Investors, How Pricing Is Changing and How Competitors Perform on Customer Satisfaction
- Wants across all service dimensions are becoming more important at the national level. Top wants of design targets differ from national in significant ways.
- The competitive field is getting tighter, with Top Performers emerging on fewer wants than in the past. Edward Jones, Morgan Stanley, American Funds, T. Rowe Price, Wells Fargo Advisors distinguish themselves by achieving one or more Hearts & Wallets Top Performer designations.
- Customer awareness of pricing increased sharply year over year, with higher prices reported for both products and services and a notable jump in use of flat fees.
- Plotting wants, satisfaction and pricing creates informative maps for competitive insight and strategic decisions. Edward Jones, Vanguard, Charles Schwab, Fidelity and E*TRADE have high customer satisfaction on both “has made me money” and “has low fees.”
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