They want advice and they don’t care where they get it.
In another sign robo and traditional advisors are not an either/or proposition, half of all American investors—401(k) participants and otherwise—use digital resources for investment information and advice. They’re also showing a “renewed receptivity for financial professionals,” according to research from data research provider Hearts & Wallets.
“Americans are increasing the number of advice sources of all types they consult in 2016 with a growing dual preference for digital tools and financial professionals,” the New York-based firm finds.
Nearly three-quarters of consumers use a financial professional of any type, and 42 percent use a paid professional.
“After weathering financial storms, Americans are signaling a readiness to act,” Laura Varas, Hearts & Wallets founder and CEO, said in a statement. “Two-thirds say they are self-directed investors, but their actions show a desire for help to make decisions and a new appreciation of paid professional advice.
Financial services providers, she adds, have a “bigger than ever opportunity” to engage consumers by “better understanding how they blend advice inputs, both digital and human, answer their most pressing pain points.”
The Young, the Rich and the Mobile
Hearts & Wallets found significant growth in overall technology use, jumping 7 percentage points year over year and increasing from 34 percent in 2011 to 50 percent in 2016. Mobile is the fastest growing segment, more than doubling in use since 2011, going from 10 percent to 24 percent. One in five users consults digital resources weekly with the young (ages 21 to 39) and rich ($2 million-plus in investable assets) more likely to be frequent users.
The wealthiest and youngest Americans lead the way with the biggest jumps in online usage. The most popular online activities nationally are check accounts, use planning tools and calculators, and gather information and shopping.
For younger investors (ages 21 to 39), the most popular online activities are check accounts, use tools and watch investing videos or podcasts.
Feeling the Pain…and Attempting to Address
The report reveals retirement planning is difficult for over half of Americans. Half (51 percent) have difficulty deciding where to put their savings. Almost two-thirds of young Americans (ages 21 to 39) struggle with choosing appropriate investments as do one-third of the wealthiest Americans.
Pre-retirees and retirees had less difficulty with financial tasks overall with one exception–over one-quarter found estate planning difficult. In a new post-2008 crash high, 40 percent of accumulators say they intend to save for retirement this year, in contrast to percentages hovering in the mid-30s from 2010 through 2014.
“Even as bolstering emergency funds remains a top goal, the renewed intention to save for retirement is another encouraging sign regarding the reemergence of investors to address their longer-term savings and investment goals,” added Todd Hiller, Hears & Wallets vice president. “The opportunity is to credibly help consumers figure out where to put their new savings.”
The Elusive Young Investor
Younger investors can be an elusive customer for financial service providers given their mobility. In the last three years, about one in two younger Americans has changed jobs. Adding to this one in four has suffered a job loss during this same period.
“Younger investors are searching for their baby steps now to get comfortable with savings and investing,” Varas concluded. “They are consulting a wide range of advice sources and looking for help to choose appropriate investments. Today, many young consumers lack traditional paths that once occurred through bank savings accounts or employer-sponsored retirement plans. The dynamics of mobile and mobility make it even more important for providers to better understand the unique qualities of their client segment opportunities to enhance their marketing initiatives.”