This Modern Banking Platform Achieved Top Scores in Overall Satisfaction for DIY Investors
Edward Jones reclaimed the top spot for overall satisfaction among advised investors in this year’s U.S. Investor Satisfaction Study by JD Power.
“We are incredibly grateful for the trust our clients place in Edward Jones and honored to be recognized for the care and guidance they receive from our teams,” said Penny Pennington, managing partner at Edward Jones. “This top ranking is meaningful because it reflects the deep, trusted relationships our clients have with our financial advisors, and the impact our practice teams have in helping clients and their families move toward financial fulfillment with confidence.”
The firm saw the top spot in Best-in-Class performance for four out of seven categories for investor satisfaction, including trust, people, products meeting client needs, and ease of doing business. Overall, Edward Jones scored 754 on a 1,000-point scale, compared to U.S. Bank at 746 and Ameriprise at 743.
Fintech brands, like banking platform SoFi, received among the highest marks for do-it-yourself (DIY) investors, who reported trusting fintech brands just as much as established industry groups. SoFi had an overall satisfaction score of 724, followed by Citi at 710, and Ally and Fidelity tying third place at 707.
The number of DIY investors under 40 who describe fintech brands as “trustworthy” increased by seven points, representing a rise in younger investors interested in working with modern financial platforms. This group was likelier to describe banking platforms like SoFi and Ally as more innovative than established brands but equally as trustworthy.
“Two of the top three ranked brands for do-it-yourself [DIY] investor satisfaction in this year’s study are FinTechs, which is noteworthy because they are increasingly being viewed not only as innovators but also as trusted brands–and attracting affluent investors along the way,” said Mike Foy, managing director of the wealth management practice at JD Power.
The growing interest in these brands comes as younger, affluent DIY investors show increasing curiosity in working with professional advisors. Of affluent DIY investors with $250,000 or more in investable assets, 19% of those under 50 say they are “definitely likely” to work with an advisor within the next year, up from 10% last year. Close to a quarter (24%) of affluent DIY investors with children in their households say they are “definitely likely” to work with an advisor within the next year, an increase from 15% in 2025.
This rang true for DIY investors who utilize robo advice. Among all DIY investors, 17% of those who use a robo advice platform say they are “definitely likely” to work with an advisor within the next year, compared to 28% of affluent DIY investors who say the same.
“Another major trend we see this year is steadily increasing interest among younger, affluent DIY investors in seeking professional advice. Brands that can attract these clients when they are new to investing and offer them flexible options for both digital and human advice as their needs become more complex will be the big winners going forward,” added Foy.
The U.S. Investor Satisfaction Study evaluates the experiences of investors working with a wealth management firm, in either an advised or DIY capacity in seven dimensions (in alphabetical order): digital channels; ease of doing business; people; product and service offerings; resolving problems or complaints; trust; and value for fees paid.
The 2026 study is based on responses from 7,982 advised and 4,335 DIY investors and was fielded from January 2025 to January 2026.
Amanda Umpierrez is the Managing Editor of 401(k) Specialist magazine. She is a financial services reporter with nearly a decade of experience and a passion for telling stories and reporting news. She is originally from Queens, New York, but now resides in Denver, Colorado.