InMoment Data Reveals the Current Mindset of Affluent Investors, Links Their Customer Experience to Future Loyalty to Financial Firms

1 in 3 investors is vulnerable to leaving their primary investment firm, portfolio performance is a key driver underpinning overall willingness to remain loyal

InMoment, the leading provider of Experience Improvement (XI) solutions, announced new research of affluent U.S. investors showing investor loyalty is tenuous based on portfolio performance and advisor behavior. However, attitudes about investing and risk have remained steady during the pandemic. Financial firms interested in adopting experience improvement guidance from InMoment can proactively address these client retention risks.

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U.S. affluent investors—those with over $100,000 in privately held investable assets—value firms that have strong financial stability, a good reputation, and reasonable fees and services. A good relationship with their advisor is a top expectation for investors using a full-service brokerage firm, whereas self-directed investors put more emphasis on fee structures and online service capabilities. InMoment data shows that up to a third of investors are vulnerable to leaving their primary investment firm. Organizations that prioritize these areas can expect to minimize investor churn in the future.

Overall investor satisfaction with their investment firm—regardless of firm type, i.e., bank, discount, mutual fund, insurance, regional or national full service—has risen dramatically since 2010. This is likely due to the improved overall customer experience offered by firms during the past decade, including more proactive communication from financial advisors, better online tools, better and a better match between investor needs and financial products.

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During the pandemic, U.S. affluent investors have shown steady resilience in their view of the pandemic’s impact on the market and their portfolio. Affluent investors have successfully anticipated potential market volatility and recognize its possible impacts. 85% of affluent investors have not shifted their risk preference in 2020 and 61% believe the economy will not improve until late 2021. 41% expect to invest more in 2021, with self-directed investors more likely to add to their investments.

“This has been an incredible decade of customer experience improvement, but we still have a long way to go to meet the needs of today’s investor,” said Jennifer Passini, PhD, Sr. Dir. Solutions Strategy at InMoment. “The buyer today, regardless of age, is investing for retirement, prioritizing income, and looking for firms with a stellar reputation to help them secure and grow their investments. InMoment data reveals predictors of investor satisfaction that our clients can utilize to drive improvements and secure investor loyalty.”

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