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The American Customer Satisfaction Index (ACSI) is a “national cross-industry measure of customer satisfaction” and they recently released their survey results on the finance vertical. Below are their rankings for “online investment”, which covers the major brokers for do-it-yourself investors. Measured categories include mobile app quality, customer service, and research tools.
#1 Fidelity was at the top both this year and last year, but the main difference from the previous years is the significantly increased gap between Fidelity and the rest of the field, notably #2 (Schwab) and #3 (Vanguard). Morgan Stanley/E-Trade and Merrill Edge also had big drops.
The majority of my assets remain split between Fidelity and Vanguard, and over time I actually like having the features of both. See also: AI Pioneer Divides Assets Across Multiple Banks and Brokerages.
Sources: RIABiz, ASCI Press Release.
Last updated: June 23, 2025
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