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FinTech Brands Disrupt DIY Investor Landscape, JD Power Finds

businesswire.com
USB U.S. Bank ranks second in overall satisfaction among advised investors, suggesting a solid standing in client perception. AMP Ameriprise ranks third in overall satisfaction among advised investors, showing a generally positive but not leading client perception. SOFI SoFi ranks highest in overall satisfaction among DIY investors and is viewed as an innovator and trusted brand, attracting affluent investors. COF Citi ranks second in overall satisfaction among DIY investors, indicating a competitive position in the FinTech space. ALLY Ally is tied for third in overall satisfaction among DIY investors, showing it is a competitive player in the FinTech market.

FinTech Brands Disrupt DIY Investor Landscape, JD Power Finds TROY, Mich.--( BUSINESS WIRE)--As digital-native Gen Y 1 starts to enter its peak earning years and Gen Z starts to contemplate longer-term savings, client perceptions of what makes a truly stand-out investor experience are shifting. According to the JD Power 2026 U.S. Investor Satisfaction Study, SM released today, that shift is starting to open the door for newer FinTech brands that are achieving high scores in customer satisfaction from clients for their easy-to-use digital channels. Younger investors are also indicating that they trust these FinTech brands as much as established industry leaders.

“Two of the top three ranked brands for do-it-yourself [DIY] investor satisfaction in this year’s study are FinTechs, which is noteworthy because they are increasingly being viewed not only as innovators but also as trusted brands–and attracting affluent investors along the way,” said Mike Foy, managing director of the wealth management practice at JD Power. “Another major trend we see this year is steadily increasing interest among younger, affluent DIY investors in seeking professional advice. Brands that can attract these clients when they are new to investing and offer them flexible options for both digital and human advice as their needs become more complex will be the big winners going forward.”

Following are some of the key findings of the 2026 study:

Study Rankings

Edward Jones ranks highest in overall satisfaction among advised investors, with a score of 754. U.S. Bank (746) ranks second and Ameriprise (743) ranks third.

SoFi ranks highest in overall satisfaction among DIY investors, with a score of 724. Citi (710) ranks second and Ally and Fidelity (707) rank third, in a tie.

To access the official release and complete visual rank charts, visit: http://www.jdpower.com/pr-id/2026016.

The U.S. Investor Satisfaction Study evaluates the experiences of investors working with a wealth management firm, in either an advised or DIY capacity in seven dimensions (in alphabetical order): digital channels; ease of doing business; people; product and service offerings; resolving problems or complaints; trust; and value for fees paid. The 2026 study is based on responses from 7,982 advised and 4,335 DIY investors and was fielded from January 2025 – January 2026.

For more information about the U.S. Investor Satisfaction Study, visit https://www.jdpower.com/business/wealth-management-platform.

About JD Power

JD Power delivers mission-critical data, analytics and intelligence that help businesses improve customer experience and operational performance with confidence and clarity. Using proprietary, comprehensive data–including millions of consumer interactions and authoritative automotive datasets–combined with advanced analytics, artificial intelligence and deep industry expertise, JD Power enables leaders to respond to market shifts, make smarter decisions and drive measurable performance improvements.

As an objective source of deep insight into real-world customer interactions with brands and products, JD Power provides the independent intelligence organizations need to anticipate change, strengthen customer engagement and advance growth. Learn more at JDPower.com.

About JD Power and Advertising/Promotional Rules: www.jdpower.com/business/about-us/press-release-info

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JD Power defines generational groups as Pre-Boomers (born before 1946); Boomers (1946-1964); Gen X (1965-1976); Gen Y (1977-1994); and Gen Z (1995-2007).