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 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.
Digital IQ Index November 14, 2018
Wealth Management U.S. 2018
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
Gifted
5
Northern Trust
Gifted
5
TIAA
Gifted
5
Wells Fargo Advisors
Gifted
8
BB&T
Gifted
9
Robinhood
Gifted
10
UBS
Gifted
11
Merrill Edge
Gifted
12
Fisher Investments
Gifted
12
Vanguard
Gifted
14
Morgan Stanley Wealth Management
Gifted
15
BNY Mellon Wealth Management
Gifted
15
15
18
19
20
21
22
23
24
25
25
27
28
29
30
Digital IQ Score By Dimension
Clear
Key
-
Site & E-Commerce
-
Digital Marketing
-
Mobile & Tablets
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