Gartner L2 Digital IQ Index November 14, 2018

Wealth Management U.S. 2018

Fintech disruptors are stepping in to court millennials and Gen Xers, and legacy wealth management brands are responding by launching tech‑centric offerings with abandon. But deploying high-tech, high-touch offerings as a hedge against the perceived threat from fintechs obscures deeper, more systemic issues specific to the digital marketing apparatus of these legacy players versus their potential usurpers. The Gartner L2 Digital IQ Index: Wealth Management U.S. 2018 assesses the digital competence of 60 brands operating in the U.S. to provide a robust tool that diagnoses digital strengths and weaknesses of financial institutions in light of these broader trends.

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    Rankings

    60 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Fidelity Investments

    Genius

    2

    Charles Schwab

    Genius

    3

    Betterment

    Gifted

    4

    Merrill Lynch Wealth Management

    Gifted

    5

    Northern Trust

    Gifted

    5

    TIAA

    Gifted

    5

    Wells Fargo Advisors

    Gifted

    8

    BB&T

    Gifted

    9

    Robinhood

    Gifted

    10

    UBS Wealth Management

    Gifted

    11

    Merrill Edge

    Gifted

    12

    Fisher Investments

    Gifted

    12

    The Vanguard Group

    Gifted

    14

    Morgan Stanley Wealth Management

    Gifted

    15

    BNY Mellon Wealth Management

    Gifted

    15

    Ellevest

    Gifted

    15

    Raymond James Financial

    Gifted

    18

    RBC Wealth Management

    Gifted

    19

    LPL Financial

    Gifted

    20

    Bank of America Private Bank

    Gifted

    21

    Personal Capital

    Gifted

    22

    SunTrust Private Wealth Management

    Gifted

    23

    J.P. Morgan Private Bank

    Gifted

    24

    Wealthfront

    Gifted

    25

    Marcus by Goldman Sachs

    Average

    25

    Northwestern Mutual

    Average

    27

    Edelman Financial

    Average

    28

    Key Private Bank

    Average

    29

    Baird

    Average

    30

    Nuveen

    Average

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