The data: Edward Jones has ranked first among advised investors in a J.D. Power study on consumer satisfaction with investing platforms, followed by U.S. Bank and Ameriprise. SoFi ranked first among DIY investors, followed by Citi and a tie between Ally and Fidelity.

Digging into the data: The study breaks out satisfaction and trust with fintechs and incumbents.

• DIY investors under the age of 40 view fintech brands as more innovative but just as trustworthy as incumbents. The number who trust in fintechs for investing rose 7% YoY.
• Investors under the age of 50 with $250,000 or more in investable assets are increasingly open to advisors. The share who said they were “definitely likely” to work with an advisor in the next year rose from 10% in 2025 to 19% in the latest study.
• Robo-advisors appear to be an entry point to human advisors. Among DIY investors, 17% of robo-advisor users say they are “definitely likely” to work with an advisor in the next year, compared to 4% of non-users. Among affluent DIY investors, the proportion rose to 28%.

Implications for banks and investment advisors: DIY investing is not just a low-cost alternative—it’s also a customer acquisition funnel for human-advised investment services, especially among younger investors. Banks and investment firms compete in both types of advisory: Bank of America, for example, offers human-advised portfolios through Merrill Guided Investing, while Fidelity Go and SoFi Invest are robo-advisory services.

Incumbents are using their investment platforms to nudge customers toward more comprehensive wealth management services as their assets grow. The big opportunity lies in capturing lifetime value through comprehensive financial planning services—but the risk is ceding relationships to fintechs like SoFi, which already capture many younger consumers and can convert them to more profitable relationships as they expand their services.