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The Top Digital Wealth and Connect with Gartner
Asset Management Brands
Ross Cosner Kelvin Rhee

VP, Team Manager Specialist, Research
Minimal Action in Pursuit of Financial Goals
Which are your top 3 most important financial goals Which of the following financial activities describes
in the next year? your household over the last 12 months?
9%
Be financially secure 43%
Increase my income 37%
Save for unexpected expenses 32%
of consumers created or
Pay down or reduce debt 30%
Stop living paycheck to paycheck 28%
maintained a documented
Be able to make ends meet 26%
financial plan
Save for retirement 22%
Save for essential expenses 22%
Save for discretionary purchases
Help out a family member financially 11%
20%
21%
Invest more or diversify 10% of consumers created or
Start investing 7% updated a budget to
No financial goals next year 3% manage expenses
Other 1%
n = 2,016 US Respondents
Source: Gartner Consumer Values and Lifestyle Survey (October 2019)
Do Consumers Want Help?
Do You Currently Use a Financial Advisor For Any Type of Services?
Use Some Type of Financial Advisor
39%
28%
19% 18%
13%
Gen Z Millennials Gen Xers Boomers Matures

(1996-present) (1978-1995) (1965-1977) (1946-1964) (1945 and earlier)
n = 2,016 US Respondents
Choosing the DIY Route
Average Monthly Search Volume for Top 15 Keywords
November-December 2019
23.6M
5.9M
1.3M 0.9M 0.9M 0.7M 0.5M 0.4M 0.2M 0.0M

Stocks & Investments
Investing & Asset Management
Retirement Planning
Credit, Lending & Financing
Personal Finance Taxes & Other
Trust, Custody & Estate
Financial Advisor Charity Private Banking
Source: Gartner analysis of SEMrush data. n = 15 Keywords Across 11 Categories

Before We Help, How Much Money Do You Have?
$250k – $1M $1M – $100M+
$250k – $3M $3M+ $75M+
Digital experiences across the industry are too often designed to pose
the money question before the first meaningful interaction. These
experiences have been built prioritizing an organization’s business lines
before the needs of a customer.
Meanwhile, Old Perceptions Challenged
Services Offered on Brand Desktop Site
50%of Wealthtechs offer

58%
of Wealthtechs offer
some form of human both investing and
financial advisor service banking products
n = 12 Wealthtech Index Brands

Source: Gartner Analysis
Good or Bad, Still Top of Mind
Google Trends Topic Interest: Fidelity Investments vs. Robinhood
2015-2019 Fidelity Investments Robinhood
80
70
60
50
40
30
20
10
0
2015 2016 2017 2018 2019
Source: Gartner Analysis of Google Trends Data.

Forcing Brands to Get Creative
Chase: Promo for You Invest in Customer Account Transactions
Competitive
Conquesting
Source: Gartner Analysis

Research Background
Gartner Digital IQ Report
Wealth and Asset

Management US 2019
1st Annual Ranking
Measures the digital aptitude of 75 wealth and asset

management brands operating in the US.
Ranks brands on the following dimensions:
▪ Digital Marketing
▪ Social Media
▪ Site Experience
▪ Digital Commerce
Research
Methodology
Gartner Digital IQ Index
Brands are measured across 1,250 data points against four

dimensions of digital. Brand scores are indexed to an average
of 100 and assigned into one of five classes.
Genius Gifted Average Challenged Feeble

140+ 110–139 90–109 70–89 <70
Wealth & Asset Management Methodology
Digital Social Site Digital

Marketing Media Experience Commerce
35% 10% 30% 25%

Inbound and outbound marketing visibility Content marketing Effectiveness of desktop and mobile Customer service
and effectiveness for promoting the brand, engagement site to educate on products, deliver information and capabilities,
products, or disruptive content. and effective use meaningful financial content, support conversion and online
as a customer customer service, and drive new enrollment, and mobile/
service channel. customer origination. voice app store performance.
35% 10% 30% 25%
Digital Marketing Social Media Brand Site Digital Commerce

• Organic and Paid • YouTube Community Size and • Search & Navigation • Customer Service Features &
Search Visibility Engagement Experience Information
• Display & Video Advertising • Brand Pages Engagement • Guided Selling • Conversion & Enrollment
(selective):
• Email Newsletter • Traffic Performance ‒ Find an advisor
Signup & Content ‒ LinkedIn Change ‒ Online applications (open an
‒ Twitter • Web Authority account)
‒ Instagram • Performance & ‒ Branch locator
Optimization
‒ Facebook • Mobile Apps and
Voice Skills
• Social Service Engagement and
Features (selective):
‒ Twitter
Where the Data Comes From
Manual Data Collection Proprietary Tools 3rd Party Data Providers

Global team of 40+ data analysts Proprietary monitoring services, API’s, Data feeds from market leading third-
collecting observational data from and data scraping and analysis tools party vendors are used for
brand sites and mobile applications. across digital platforms. directionally accurate data.
• Can a new customer get • Ownership of the digital shelf on key e- • Pathmatics
a quote online? commerce sites (Display Advertising)
• Does website provide live • Ownership of SERPs on Google across • SEMrush
chat customer support? keywords (Search)
• Computer Vision/ML analysis of social • eDataSource
media posts (Email Campaigns)
• SimilarWeb
(Web Analytics)
• Plus several more…
Ranking
Distribution of Index Brands by DIQ Class
Wealth and Asset Management US
December 2019
29%
25%
21%
19%
5%
n = 75 Index Brands
Source: Digital IQ Index: Wealth and Asset Management US, January 2020
DIQ Performance by Dimension
DIQ Performance by Dimension
Average Percent Rank Across Index Brands by DIQ Class
100%
80%
60%
40%
20%
Digital Marketing Social Media Site Experience Digital Commerce

n = 75 Index Brands
Index Average
December 2019 Index Average
Branded Search
Digital Commerce Digital Marketing
Mobile App & Voice Nonbranded Search
Find an Advisor* Display Advertising
Guided Conversion Social Customer Service
Mobile Site Experience LinkedIn
Content Hub YouTube

Site Experience Social Media
n = 75 Index Brands. 30 Subdimensions Search and Navigation
*Selectively scored.
Top Heavy Categories Dominate Index
Digital IQ Class by Brand Category
December 2019
160
Genius
140
Gifted
110
Average
95 92 90
86
Challenged 81
70
Feeble
20
Wealthtech Asset Management Wealth Management Private Bank
n = 37 Asset Managers, n = 20 Wealth Managers, n = 12 Wealthtechs, n = 6 Private Banks

Source: Gartner Digital IQ Index: Wealth and Asset Management US, January 2020
Average Performance by Brand Category
December 2019 Wealthtech
Branded Search
Content Hub YouTube

December 2019 Asset Management
Digital Commerce Branded Search Digital Marketing

Site Experience Content Hub YouTube Social Media

December 2019 Wealth Management
Branded Search
Content Hub YouTube

December 2019 Private Bank
Branded Search
Content Hub YouTube

Prioritizing Acquisition vs. Conversion
Dimension Performance by Brand Category
Average Percent Rank Across Index Brands by Category
Asset Management Private Bank Wealth Management Wealthtech
75%
70%
65%
60%
55%
50%
45%
40%
Digital Marketing Social Media Site Experience Digital Commerce
n = 75 Index Brands. 30 Subdimensions

Gartner Digital IQ Index FEEBLE
Rank Brand Digital IQ Rank Brand Digital IQ
65 62 70 55
SunTrust Banks, Inc. KKR & Co. Inc.
66 59 72 54
Robert W. Baird & Co. Incorporated. Deutsche Bank AG
66 59 73 52
Stash Wealth Alliance Bernstein L.P.
68 56 74 46
Wells Fargo & Company The Goldman Sachs Group, Inc.
68 56 75 37
Axos Financial Dodge & Cox
70 55
Robert W. Baird & Co. Incorporated.
Gartner Digital IQ Index CHALLENGED FEEBLE
53 70 58 66
Neuberger Berman Inc New York Life Insurance Company
54 69 60 65
HSBC Holdings PLC Lazard Ltd
55 68 61 64
Deutsche Bank AG Publicis Groupe
55 68 61 64
Wells Fargo & Company PNC Financial Services Group, Inc.
57 67 63 63
Branch Banking & Trust Company The Royal Bank of Canada
58 66 63 63
Citigroup, Inc. SigFig Wealth Management, LLC
Gartner Digital IQ Index CHALLENGED
40 81 47 77
The Teachers Insurance and Annuity Association Motif Investing Inc
42 80 48 76
The Bank of New York Mellon Corporation The Carlyle Group L.P.
43 78 48 76
AXA Equitable Financial Services, LLC Frank Russell Company
43 78 50 72
Guggenheim Partners, LLC The Bank of New York Mellon Corporation
43 78 51 71
Lord, Abbett & Co. LLC Bank of Montreal
43 78 51 71
U.S. Bancorp Prudential Financial, Inc.
Gartner Digital IQ Index AVERAGE CHALLENGED
29 98 35 87
The Goldman Sachs Group, Inc. JPMorgan Chase & Co.
29 98 36 86
Invesco Ltd. M&T Bank
31 96 37 84
Fisher Investmenrs Franklin Templeton Investments
32 95 37 84
Edelman Financial Services LLC Stifel Financial Group
33 92 39 83
JPMorgan Chase & Co. Legg Mason, Inc.
34 90 40 81
Pacific Investment Management Company LLC The Blackstone Group
Gartner Digital IQ Index GIFTED AVERAGE
17 114 23 103
Personal Capital Bank of America Corp.
18 111 23 103
Wells Fargo & Company Ellevate Financial, Inc.
19 109 23 103
Acorns Advisers LLC Northern Trust Corporation
20 107 26 102
The Royal Bank of Canada M1 Holdings LLC
20 107 27 101
Wealthfront, Inc. Raymond James Financial, Inc.
22 105 28 100
Wealthsimple US, Ltd. KeyCorp
Gartner Digital IQ Index GIFTED
5 137 10 125
Toronto-Dominion Bank UBS Group AG
6 133 12 124
Bank of America Corp. Northwestern Mutual Life Insurance Company
7 132 13 121
Edward D. Jones & Co., L.P. Betterment Holdings, Inc.
8 128 13 121
Morgan Stanley Voya Investment Management LLC
9 127 15 116
The Teachers Insurance and Annuity Association T. Rowe Price Group, Inc.
10 125 16 115
Robinhood BlackRock, Inc.
Gartner Digital IQ Index IN THE COMPANY OF GENIUS
Rank Brand Parent Digital IQ
4 The Vanguard Group 143

1 2 3
1 Earned over 4B impressions for 2 Top Index performer for cross channel 3 Best in class site search, navigation
desktop static display ads, by far social performance, top 5 in and content hub provide for an easy to
the most in the Index interactions on Facebook and LinkedIn use and educational site experience
2
E-Trade Financial
Corporation 151
1 2 3
1 Earned the highest visibility in 2 Strong YouTube performance in a 3 Top 5 for ratings in for both iOS
text ads for the investing and highly contested platform, earning the and Android apps
asset management category 5th most total views in the Index
2
Charles Schwab
Corporation 151
1 2 3
Strong branded org. search perf. on Earned over 2 million YouTube views Top performing find an advisor and
1 2 3
both desktop and mobile, with 71% on their rapidly growing channel, whose branch locator tools, with key handoff
and 73% ownership respectively subscriber count grew 65% year-over- features like appointment booking
year, 3rd most in the Index
1 FMR LLC 158

1 2 3
1 Highest visibility across 4 nonbranded 2 Impressive social customer service 3 The most trafficked site in the Index
search categories, achieving 58% in the activity with the 5th largest reply on both desktop and mobile, and a
highly contested retirement planning volume in the Index on Twitter best-in-class mobile site experience
Antiquated
Engagement
Site Calls-to-Action Are a Missed Opportunity
Visibility of CTA in Desktop Primary Navigation by Type
December 2019 Present Not Present Index Brands with CTA
64% 35% 65%
33%
45%
54%
54%
55%
46%
46%
Branch/Office Locator Find Advisor Open an Account

n = 75 Index Brand Desktop Sites
Source: Gartner Data
Strategic Investments?
Presence of CTAs in Primary Navigation by Brand Category
October 2019 Find an Advisor Branch Locator Open an Account
100%
95%
83%
76%
59% 60%
45%
32% 33%
17%
0% 0%
Asset Management Wealth Management Private Bank Wealthtech

n = 37 Brands n = 20 Brands n = 6 Brands n = 12 Brands

Pervasive Account Opening
E-Trade: Locations of Open an Account CTA
Homepage Primary Navigation Content Hub
Product & Category Pages
Footer
Lack of Next Steps Options For The Undecided
Find An Advisor Individual Profile Features
October 2019
96%
92%
73% 73%
62%
58%
42%
31%
Phone Number Bio Certifications FINRA Broker Webform Education Appointment LinkedIn
Check Booking
n = 26 Brands with Individual Advisor Profiles
Source: Gartner Data.
Online Handoff to Human Interaction
Merrill: Best-in-Class Find an Advisor
1 Search by best match, name or
4 1
office (with find my location)
2 2 Filter by location, financial needs,

advisor designations and language
3 Individual results have website link,

phone number, address, search
match tags and locations on a map
5 4 Group website pages have request

appointment with choice of day & time
5 Group website pages have individual

3 advisor photos, profiles, phone
6 numbers and LinkedIn links
6 Advisor profiles feature ability to

send contact info for follow-up email
or phone call
Personalized Calls-to-Action
Merrill: Best-in-Class Find an Advisor
3
2 1 Advisors have their own websites a

sub-domain of Merrill site
Individual advisor sites not only

include key contact information but
2
also uses cookies to catalog what
advisor sites the user has seen
Merrill will now create persistent

links above the primary navigation
3 with a link to your advisor’s site,
1
email and phone number
Additionally, these links and contact

options are displayed more boldly at
4
the bottom of select pages such as
content marketing articles
4
44
Digital to Physical Conversion Gap

Branch Locator Features
October 2019
94%
65%
58%
52%
35% 33%
25%
17%
Phone Numbers Map Directions Services Listed Zip Code Hours Listed Geolocation Filter by Services Appointment
Listed Booking
n = 48 Index Brands with Branch or Office Locators

Online Options Are Not a Strong Alternative
Desktop Site Contact Page, Live Chat, FAQ
October 2019
81%
68%
61% 59%
49%
16% 15%
9%
Central Phone Contact Us in FAQ's Submittable Web Service Hours Searchable FAQs 24/7 Support Live Chat
Number Primary Form Listed
Navigation
Mobile Rising
Mobile Purchase Higher Across Younger Cohorts
Last purchase location for banking or investment products or services
In Store Desktop Website I don't make these purchases Mobile App or Website Other Voice
6% 5% 4% 3%
9%
8% 10%
19% 23%
28%
17% 18%
19%
24%
20%
25%
34%
24%
19% 16%
40%
31% 32% 28% 32%
Matures Boomers Gen Xers Millennials Gen Z

(1945 and earlier) (1946-1964) (1965-1977) (1978-1995) (1996-present)
n = 2,016 Respondents in US
Traditional Brands Fail to Promote Mobile Apps
App Promotion on Mobile Site
October 2019 Wealthtech Wealth Management Private Bank Asset Management
100% 100%
77% 75%
54%
31%
27%
23%
8%
0% 0% 0%
Mobile Site Has a Link Link to Mobile App Site Promotes iOS App
to Mobile App on Homepage in Overlay Banner
n = 54 Index Brands with Mobile Optimized Sites and Mobile Apps

App Promotion Drives Significant Downloads
App Promotion on Mobile Site vs. App Store Downloads
November 2019
On Homepage On Search
Promotes App on Mobile Homepage (n = 22 Brands)
Does not Promote App on Mobile Homepage (n = 17 Brands)
7x
Average Number of Downloads
n = 39 Brands with Relevant Sensor Tower Data

Robinhood, Acorns Dominate App Downloads
Share of iOS App Downloads Past Year
December 2018-November 2019
3% 0.2%
Wealth Management Private Bank
5%
Other Wealthtech
37%
25% Asset Management
Acorns iOS
Downloads
11.2M
30%
Robinhood
n = 57 Index Brand Mobile Apps with available data. n = 29 Asset Management, 7 Wealthtech, 13 Wealth Management, 3 Private Bank.
Source: Gartner analysis of Sensor Tower data
Driven by App Prominence on Mobile Site
Acorns & Robinhood: Mobile App Promotion
Acorns Robinhood
“Get Started” links to “Get the app” link to
download the app download the app
• Sticky primary • Sticky iOS banner

navigation overlay
• Above the fold, center
of page
• Sticky link at bottom
after scrolling
Robinhood, Acorns Also Dominate MAU Growth
iOS App Monthly Active Users (MAUs) Year-over-Year
Dec 2017 - Nov 2018 Dec 2018 - Nov 2019
5M
4M
+27% +6%
3M
2M
+39%
1M
+8%
+10%
0
Robinhood Acorns Asset Management Wealth Management Other Wealthtech
(n=30) (n=9) (n=6)
n = 47 Index Brand Mobile Apps with available data
Source: Gartner Analysis of Sensor Tower Data
Wealthtechs & Asset Managers Top App Ratings
Average iOS Rating by Number of Updates
December 2018-November 2019 Number of Customer Ratings
Fidelity Investments Robinhood

Acorns
Vanguard Schwab
5 Betterment Wealthfront
Average Rating
M1 Finance
4 Index Average
4.2 Rating
Index Average
17 Updates
1
0 10 20 30 40 50 60 70
n = 39 Mobile Apps of Index Brands with available data Number of Updates
Clear Winners & Losers for 5-Star Ratings
Share of 5 Star Ratings on Apple App Store
December 2018-November 2019
Share of 5 Star Ratings Share of 1-4 Star Ratings
Wealthtech 84%
Asset Management 75%
Private Bank 54%
Wealth Management 51%
n = 9 Wealthtech, 16 Asset Management, 12 Wealth and 2 Private Bank Brands with available data
Create Value
Through Content
Filling the Knowledge Gap with Content
Consumer Knowledge & Content Hub Uptake
Knowledgeable in Financial Matters Index Brand Content Hubs
% of 84% 97%
% of Index 3%
16%
Consumers Brands
Agree
Completely
n = 2,016 US Respondents; n = 75 Index Brand Desktop Sites

Source: Gartner Consumer Values and Lifestyle Survey (October 2019); Gartner analysis
Content Isn’t Compelling if it Can’t be Found
Features of Dedicated Content Pages
October 2019
90%
85%
77%
51% 49%
41%
32%
10%
Recommend Other Rich Media Videos Filter Tags Email Opt-In Search Sort
Additional (besides
Content images/video)
n = 73 Brands with Dedicated Editorial/Educational Content Pages
Content Discovery is a Must-Have
Wealthfront Blog: Best-in-Class Content Discovery
1 1 Content search
2
2 Topic tabs in primary

navigation linking to topic
3
pages
3 Article Tags for Related

4 Content
4 Articles Link to and

Recommend Additional
3
4 Content
3
Variety of Options to Close the Loop
CTA Usage on Content Hubs
October 2019
Feature Not Present
CTA Usage Across Content Hubs

CTA Types
55%
64%
19% Contact Us 6% Request A Call

19% Get Started 5% Download
45%
36%
18% Find an Advisor 5% Branch Locator
10% Open An Account 5% Share
Articles Feature a CTA Articles Link to Relevant
Service Pages 9% Explore 3% Subscribe
Make CTA’s Fit Marketing Strategy
CTA Uptake by Brand Category
October 2019
Call, Contact Us or Contact You Find an Advisor or Locate a Branch Get Started or Open an Account Explore, Learn, Share or Subscribe
Percent of Brands with Select 82%

Content Hub CTAs
33% 35%
25% 25%
17% 17% 17% 18%
15%
8% 9%
6%
3% 0% 0%
Asset Management Private Bank Wealth Management Wealthtechs

n = 36 n=6 n = 20 n = 11
From Content to Conversion
Charles Schwab Insights & Ideas: Best-in-Class Content CTA’s
1 2 1 Share and subscribe in left rail
4
2 Article tags for related content in left
rail, top of article and sticky right rail
5
3 Related content in left rail and
2 bottom of article
4 Phone number and find a branch

CTA’s in sticky right rail and bottom
of article
3
5 Open an account and find a
consultant CTA’s in sticky right rail
2
6 Like and dislike links at bottom of
3 article for feedback
4
6
Compelling Content, Different Strategies
Wealthsimple: Balance Education with Entertainment
Money Diaries Investing Master Class Personal Finance 101
Narrative content from Structured, educational Well-organized and informative content
celebrities and cultural icons introduction to investing
Wins Traffic Share
Wealthsimple Desktop Site Traffic Breakdown
2019
Learn Products, Pricing

Articles & Other
50% 21%
Homepage
18%
Wealthsimple
9% Magazine Articles
1% Class
Source: Gartner analysis of SimilarWeb data
Key Takeaways
Executive Summary
Antiquated Engagement. A majority of brands with human advisor networks struggle to outgrow antiquated
methods. For many, digital customer journeys are, ironically, not digital-first, demonstrated through hidden
account opening conversion links, generic contact us forms and online-to-offline transitional dead ends. The top
performing wealthtechs and asset managers have bridged the gap.
Mobile Rising. Brands best positioned for the future lean into mobile-first strategies. New account origination
continues skewing towards digital channels, due in part to the emerging importance of mobile as a means for
both sales and service, along with an expanded value proposition beyond day-to-day account managing.
Brands that excel in app downloads and MAU’s share common practices, with examples being frequent
updates and strategic promotion across the mobile site experience and Google search.
Creating Value Through Compelling Content. Wealth and Asset Management brands, that are more service
leaning businesses face different challenges than brands with more tangible products. Index brands must
demonstrate a value proposition to customers across digital channels beyond competitive pricing. Addressing
the knowledge gap to accompany consumers on their financial journey through compelling content that is easily
discovered is a start.
Questions?
66
Appendix
Brands measured across 1,250 data points.
35% 10% 30% 25%
Digital Marketing Social Media Brand Site Digital Commerce

• Google Search: • YouTube: • User Experience: • Guided Selling:
organic & paid visibility, average channel views, subscribership search, navigation, form content hubs, ratings & reviews,
rank of top result against & growth optimization, geolocation, comparison tools, other financial
branded & unbranded keyword responsive design, mobile- tools, product pages, eligibility
• Brand Pages (selective):
searches weighted by keyword native features requirements
presence on LinkedIn, Twitter,
search volume Instagram, and Facebook; total • Traffic: • Customer Service:
• Display & Video Advertising: post engagement, average volume, YoY change knowledge centers, contact us,
impression volume, interactions per post, community depth of support channel info,
• Web Authority:
publisher quality growth (where applicable) FAQ’s, live chat
quantity & quality of backlinks
• Email Newsletter*: • Social Service (selective): • Conversion & Enrollment:
• Performance & Optimization:
signup experience, Twitter customer service accounts branch locator, find an advisor,
above-the-fold load speed;
personalization, frequency, total tweet engagement, average open an account
on-site SEO, accessibility, web
content, responsive design, visits interactions per tweet development best practices • Mobile Apps and Voice:
from email support for iOS & Android,
average App Store & Google Play
rating, downloads, monthly active
users; voice skill availability
*Not scored due to data incompleteness
Index Average
December 2019 Index Average
Digital Commerce Mobile App & Voice

Web Authority
Branded Organic Search (D)
Digital Marketing
Branch Locator* Branded Paid Search (D)
Find an Advisor* Branded Organic Search (M)
Guided Conversion Branded Paid Search (M)
Customer Service Nonbranded Organic Search (D)
Mobile Site Experience Nonbranded Paid Search (D)
Site Audit Nonbranded Organic Search (M)
Content Hub Nonbranded Paid Search (M)
Search and Navigation Display Advertising (D)
Site Speed (M) Display Advertising (M)
Site Speed (D) Social Customer Service
Site Traffic (M) Facebook
Site Experience Site Traffic (D) LinkedIn Social Media

YouTube Twitter
Instagram
n = 75 Index Brands. 30 Subdimensions
1 / 75 Brands
Wealth and Asset Management US: Index Average 158 Digital IQ
December 2019 Index Average Fidelity Genius
Branded Search
Content Hub YouTube

Gartner Digital IQ Index 2 / 75 Brands
151 Digital IQ
Genius
Wealth and Asset Management US: Index Average
December 2019 Index Average Charles Schwab
Branded Search
Content Hub YouTube

2 / 75 Brands
December 2019 Index Average E-Trade Genius
Branded Search
Content Hub YouTube

4 / 75 Brands
December 2019 Index Average Vanguard Genius
Branded Search
Content Hub YouTube

5 / 75 Brands
December 2019 Index Average TD Ameritrade Gifted
Branded Search
Content Hub YouTube

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Asset Management Brands

Ross Cosner Kelvin Rhee

Gen Z Millennials Gen Xers Boomers Matures

1.3M 0.9M 0.9M 0.7M 0.5M 0.4M 0.2M 0.0M

Source: Gartner analysis of SEMrush data. n = 15 Keywords Across 11 Categories

$250k – $1M $1M – $100M+

$250k – $3M $3M+ $75M+

50%of Wealthtechs offer

n = 12 Wealthtech Index Brands

Source: Gartner Analysis of Google Trends Data.

Source: Gartner Analysis

Wealth and Asset

Measures the digital aptitude of 75 wealth and asset

Brands are measured across 1,250 data points against four

Genius Gifted Average Challenged Feeble

Digital Social Site Digital

35% 10% 30% 25%

35% 10% 30% 25%

Digital Marketing Social Media Brand Site Digital Commerce

Manual Data Collection Proprietary Tools 3rd Party Data Providers

Genius Gifted Average Challenged Feeble

Digital Marketing Social Media Site Experience Digital Commerce

Find an Advisor* Display Advertising

Guided Conversion Social Customer Service

Mobile Site Experience LinkedIn

Content Hub YouTube

n = 37 Asset Managers, n = 20 Wealth Managers, n = 12 Wealthtechs, n = 6 Private Banks

Find an Advisor* Display Advertising

Guided Conversion Social Customer Service

Mobile Site Experience LinkedIn

Content Hub YouTube

Digital Commerce Branded Search Digital Marketing

Find an Advisor* Display Advertising

Guided Conversion Social Customer Service

Mobile Site Experience LinkedIn

Site Experience Content Hub YouTube Social Media

Find an Advisor* Display Advertising

Guided Conversion Social Customer Service

Mobile Site Experience LinkedIn

Content Hub YouTube

Find an Advisor* Display Advertising

Guided Conversion Social Customer Service

Mobile Site Experience LinkedIn

Content Hub YouTube

n = 75 Index Brands. 30 Subdimensions

Rank Brand Digital IQ Rank Brand Digital IQ

Rank Brand Digital IQ Rank Brand Digital IQ

Rank Brand Digital IQ Rank Brand Digital IQ

Rank Brand Digital IQ Rank Brand Digital IQ

Rank Brand Digital IQ Rank Brand Digital IQ

Rank Brand Digital IQ Rank Brand Digital IQ

Rank Brand Parent Digital IQ

4 The Vanguard Group 143

Rank Brand Parent Digital IQ

Rank Brand Parent Digital IQ

Rank Brand Parent Digital IQ

1 FMR LLC 158

64% 35% 65%

Branch/Office Locator Find Advisor Open an Account

Asset Management Wealth Management Private Bank Wealthtech

n = 75 Index Brand Desktop Sites