It is no secret that individual investors have lost a significant amount of trust (along with their retirement savings) in the large banks and brokerage firms that, seemingly, pursued policies that benefited a small number of executives’ short term interests to the detriment of the stability of millions of American’s long-term future.
While the financial ecosystem is certainly more complex than would allow for this simple correlation between the actions of big banks and the impact on people’s retirement, millions of investors are justifiably angry, and I believe, will demand better and more personalized services going forward.
So how do the large retail financial institutions attempt to win back some of that lost trust?
A simple viewing of the marketing campaigns and websites of the leading brokerage firms suggest that they are downplaying the ease and cheapness of trading and focusing more on retirement and the benefits of long-term planning. As trading has become a commodity (buying 500 shares of Apple, Inc. is the same whether you do it at Schwab, E*Trade or Fidelity) and less important to most investors (the average person makes under 5 trades per year), brokerage firms are finding that they need to evolve their offering to appeal to the needs of their customers.
In short, they are moving away from a transaction-focused model and more toward a service model that will help you get an individualized assessment, plan for retirement, monitor your investments to make sure you are on track, and made modifications to your plan as things change.
This is a great thing for investors. But do not hold your breath for this to happen overnight.
Banks and brokerage firms are large and change comes slowly. But you can see the direction they are headed, and if you squint a little bit, you can see the kinds of personalized services that will be available to all investors, regardless of the amount of assets they have, in a few short years.
E*Trade
E*Trade (ETFC), the brokerage firm that showed how easy it was to make trades that even babies and monkees(twice) could do it, is growing up. They are now focused more on long-term planning, rather than on short-term trading opportunities and launched a nice retirement program called Retirement QuickPlan, to help investors get back on track. I think it’s working; look at the happy Boomer couple.


Schwab
Schwab (SCHW) was the swiftest financial firm to respond to the market crisis with a calm, measured, and reassuring marketing campaign that suggested that investors had to do something about the financial future, rather than ignore the bad news. Of any of the discount brokerage firms, Schwab has actively pursued a services-based model and a focus on planning, downplaying the act of trading.
And you can see that strategy play out today and it is reflected in their communications and marketing on the site. Schwab recently launched a completely new website, with better retirement tools, that more tightly integrates planning and research tools with the account area. It is a huge improvement to the old website, but it still has a long way to go to make it simple to manage for your retirement.


Fidelity
Of the three, Fidelity has the largest stake in the retirement business with over $700B in assets under management just for retirement. With NetBenefits, the company manages the retirement plans for thousands of companies and millions of individual investors. The company also has a large mutual fund business you may have heard of with $1.4 trillion in assets.
All of which makes it interesting to note that Fidelity seems to be doing the least, in terms of both marketing and product development, to increase the quality and amount of their retirement services. Maybe the company does not feel the same sense of urgency as the other firms. Maybe Fidelity, as the #1 player in retirement, wants to perserve the status quo. Maybe because it is a privately held company it is investing in other areas.
Whatever the case, Fidelity appears vulnerable and it will be interesting to see how they respond to the changing circumstances and industry competition.
Check out their website and see the small blub on retirement- an article written by Motley Fool. It’s not even football season and the message is far from empowering.

