New Report by Change Sciences Ranks Retirement and Investing Web sites

Share Article

New research looks at how retirement and investing firms use their web sites to win investor trust.

Today Change Sciences Group released all new research benchmarking the public web sites of 13 leading retirement and investing firms. The 66 page report documents over 23 best practices, and 17 examples of how sites currently miss the mark when it comes to establishing trust with the average investor.

"The BS detector of investors has become increasingly sensitive since the start of the financial crisis. The best firms recognize this and use their public sites to present themselves as partners with reasonable approaches to investing in an uncertain world," said Steve Ellis, the lead author of the report and a partner at Change Sciences group.

According to the research, firms like Schwab, Prudential and Morgan Stanley fall behind firms like Merrill Lynch and Ameriprise in the way they approach investors online. Common failings include a lack of a clear value proposition or a lack of information that credibly demonstrates what it is like to be a customer of the organization.

The full report is available to Change Sciences subscribers and for purchase to others. For details, including a fact sheet about the report, with the full site rankings and sample data, visit:

Firms covered in the research include Ameriprise, Charles Schwab, E*Trade, Fidelity, Merrill Edge, Morgan Stanley, PNC, Prudential, T. Rowe Price, TD Ameritrade, TIAA-CREF, Total Merrill, and Vanguard.

About Change Sciences Group
Change Sciences was founded in 2000 to bring advanced user experience research methodologies to the web. The results produced by its Kantuit(TM) interactive user experience modeling technology are used by the world’s top organizations to improve their web sites.


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Steve Ellis
Change Sciences Group, Inc.
(888) 864-1160
Email >
Visit website