Asset Manager Websites Least Trusted By Consumers, Study Says

From Financial Advisor with Jacqueline Sergeant

September 13, 2019

Investors want to view websites with clear and understandable information—yet that’s not what they’re getting from asset management companies, according to new research.

Instead, investors are being fed complex content that takes longer to digest and requires high mental effort to understand, according to research by Visible Thread, with the backing of Edelman Trust Barometer.

A report released by the firm deemed the asset management industry’s websites as the least trusted globally when compared to 14 other industries that were included in the research.

“Even for the highly educated, overly complex content takes mental energy to decipher, and is hard to understand,” the report said. “The net effect is poor engagement and missed business opportunity.”