Edward Jones Tops Investor Satisfaction, But Fintechs Are Winning A Different Trust Race

Wealth Management

Jul 1

Edward Jones ranked highest in overall satisfaction among advised investors in JD Power’s 2026 U.S. Investor Satisfaction Study, giving the firm a clear client-experience win at a time when it is also facing pressure from elevated advisor departures.

But the more important story is not only that Edward Jones finished first.

The study shows a split investor market. Traditional advisory firms still have a major advantage when clients want a human relationship, personal guidance and trust. At the same time, fintech platforms are gaining ground with younger, self-directed investors who want easy digital tools, fast onboarding and flexible access to advice when their financial lives become more complicated.

Edward Jones scored 754 among advised investors, ahead of U.S. Bank at 746 and Ameriprise at 743. On the do-it-yourself side, SoFi ranked first with a score of 724, followed by Citi at 710, with Ally and Fidelity tied at 707.

That means two different winners are emerging at once. Edward Jones is winning the advised-investor relationship test. SoFi and other fintechs are winning the digital-first investor trust test.

For wealth management firms, the message is clear: the future client may start as a DIY investor, trust a fintech app first and still eventually want a human advisor. The firms that win will be the ones that can connect those experiences instead of treating digital access and human advice as separate worlds.

TL;DR

Edward Jones ranked highest among advised investors in JD Power’s 2026 U.S. Investor Satisfaction Study.
Edward Jones scored 754, followed by U.S. Bank at 746 and Ameriprise at 743.
SoFi ranked highest among DIY investors with a score of 724.
Citi placed second among DIY platforms, while Ally and Fidelity tied for third.
Fintech trust is rising among younger DIY investors, with investors under 40 increasingly viewing fintech brands as trustworthy and innovative.
Affluent DIY investors are more open to human advice, especially younger investors, parents and robo-advice users.
Among affluent DIY investors under 50, 19% said they are definitely likely to work with an advisor within the next year, up from 10% in the prior study.
Wealth transfer planning remains a weak point. JD Power found that only 18% of advised investors said their advisor had brought additional family members into wealth-transfer conversations.
Edward Jones’ satisfaction win arrives while the firm faces elevated advisor exits, making client satisfaction and advisor retention two separate but connected issues.
Main takeaway: Edward Jones’ win shows the human-advice model still has power, but fintechs are building trust with the next generation of investors before traditional firms meet them.

The Scorecard: Edward Jones Wins The Advised-Investor Race

Edward Jones topped JD Power’s investor satisfaction study, according to InvestmentNews.

The advised-investor rankings were led by Edward Jones, followed by U.S. Bank and Ameriprise. Other firms mentioned in the study included UBS, JPMorgan, Raymond James, LPL and Wells Fargo.

That ranking is important because Edward Jones has long built its brand around local advisor relationships, branch accessibility and personal guidance for individual investors. A top satisfaction score supports the idea that many clients still value the firm’s relationship-driven model.

The Top Advised-Investor Rankings

JD Power’s advised-investor rankings showed:

Edward Jones: 754
U.S. Bank: 746
Ameriprise: 743
UBS: 727
JPMorgan: 725
Raymond James: 724
LPL: 714
Wells Fargo: 714

Those numbers do not mean every Edward Jones client is satisfied or that every competitor is struggling. But they show that, among surveyed advised investors, Edward Jones still has a strong satisfaction position.

That matters because the firm has been facing separate questions about advisor turnover, home-office restructuring and platform modernization. A strong client-satisfaction score gives Edward Jones a counterweight to those concerns.

The DIY Scoreboard Tells A Different Story

The self-directed investor rankings looked different.

SoFi ranked highest among DIY investors with a score of 724. Citi ranked second at 710. Ally and Fidelity tied for third at 707.

That result matters because SoFi and Ally represent a different kind of investor relationship. They are not traditional full-service advisory firms built primarily around a dedicated financial advisor. They are digital-first brands that appeal to investors who want speed, simplicity, mobile access and a sense that investing should be easy to start.

JD Power’s 2026 U.S. Investor Satisfaction Study said fintech brands made their first appearance among the highest-ranked DIY investment platforms.

That is a signal.

The investor satisfaction race is no longer only between large brokerage firms and wealth management companies. It now includes fintech platforms that may not look like old-line advisory firms, but are building trust with younger investors early.

The Hidden Split: Satisfaction Is Not One Market Anymore

The study suggests there is no single investor satisfaction market.

There are at least two.

One market is the advised investor market. These clients work with a wealth management firm in an advised capacity. They may care deeply about trust, advisor communication, planning, problem resolution and value for fees.

The other market is the DIY investor market. These clients may care more about app design, onboarding, ease of trading, account access, low friction and optional support.

Edward Jones won the first market. SoFi won the second.

That split matters because many younger investors may begin in the DIY market and later move toward advice. The winning firms will not be the ones that only dominate one side. They will be the ones that create a clean bridge between both.

Why Edward Jones’ Win Still Matters

Edward Jones’ top ranking should not be dismissed just because fintechs are rising.

Human advice still matters.

Many investors do not want to make every financial decision alone. They may want help with retirement, taxes, estate planning, Social Security, college savings, inheritance, business transitions, long-term care, portfolio risk, market volatility and family financial decisions.

A trusted advisor can help clients make decisions when money becomes emotional.

Relationship Advice Still Has A Strong Use Case

Digital tools are excellent for access and convenience. They are less effective when clients face complex questions.

A client can use an app to buy an ETF. But an app may not fully answer:

Should I retire this year or wait?
How should I draw income from multiple accounts?
How do I help my parents without hurting my own retirement?
Should I sell concentrated stock?
How do I prepare my children for inherited wealth?
Should I borrow, sell assets or use cash?
How do I handle market volatility without panicking?

Those questions still create room for human advisors.

Edward Jones’ high satisfaction score suggests that many advised clients continue to value that relationship.

Why The Fintech Result Is A Warning

The fintech result is not a threat because every DIY investor will stay DIY forever.

It is a warning because fintechs are building the first relationship.

Younger investors may open their first brokerage or investing account with a digital platform. They may begin saving, investing, borrowing, budgeting or trading inside an app. If that app feels easy, transparent and trustworthy, it becomes the investor’s default financial home.

Traditional firms may meet that investor later, after habits have already formed.

Trust Is Moving Earlier In The Client Journey

JD Power said the share of DIY investors under 40 who view fintechs as trustworthy increased by 7 percentage points.

That matters because trust used to be a major advantage for established firms. A large traditional institution could argue that younger platforms were convenient but unproven.

That argument is weakening.

Younger investors may now see fintechs as both innovative and trustworthy. That combination is powerful.

Easy Digital Access Is Becoming A Trust Signal

In older wealth management language, trust often meant tenure, reputation, branch presence and advisor credentials.

For younger investors, trust may also mean:

the app works,
onboarding is simple,
fees are clear,
information is easy to find,
money movement feels smooth,
support is accessible,
the brand feels modern,
the experience does not feel intimidating.

That does not replace human trust. But it changes how trust begins.

The Advice Bridge: DIY Investors Are Not Rejecting Advisors

The most interesting part of the JD Power study is that DIY investors are not necessarily anti-advisor.

Many are open to advice, but they want it on their terms.

Among affluent DIY investors with at least $250,000 in investable assets, 19% of those under 50 said they are definitely likely to work with an advisor within the next year. That was almost double the 10% reported in the prior year.

For affluent DIY investors with children at home, the figure rose to 24%, up from 15%.

That is a major opportunity for traditional advisory firms.

Life Complexity Creates Advice Demand

DIY investors may feel confident when their financial lives are simple.

The need for advice often rises when life gets more complicated. Children, marriage, home purchases, aging parents, stock compensation, higher income, inheritance, business ownership, tax complexity and retirement planning can all push a person toward human guidance.

That is why the child-at-home number matters.

Parents may begin to think about college savings, insurance, estate documents, beneficiary planning, emergency reserves, larger homes, household cash flow and long-term family security. At that point, a DIY platform may not feel sufficient.

The Advisor Opportunity Is Episodic Before It Is Permanent

Younger affluent DIY investors may not want a traditional advisor relationship right away.

They may first want episodic advice.

They might pay for a planning session, a second opinion, a tax-aware portfolio review or help with one major life event. If that experience is valuable, they may later move into a fuller advised relationship.

Traditional firms need to build pathways for that behavior.

Robo Advice Is Becoming A Gateway, Not A Wall

JD Power also found that robo-advice users are more likely to consider hiring a human advisor.

Among DIY investors who use robo platforms, 17% said they are definitely likely to work with an advisor in the next year, compared with 4% of those who do not use robo tools. Among affluent DIY robo users, 28% said they are definitely likely to work with an advisor.

That finding challenges a common assumption.

Robo advice is not necessarily replacing human advisors. It may be teaching investors to expect some form of guidance.

Why Robo Users May Be More Advice-Friendly

A robo user has already accepted the idea that financial decisions can be guided by a platform.

That investor may be comfortable with:

asset allocation,
automated rebalancing,
goal-based investing,
model portfolios,
digital planning prompts,
risk questionnaires,
scheduled contributions.

As wealth grows, that same investor may want a person to help interpret more complex trade-offs.

The path may be: DIY account, robo advice, episodic human advice, full advisor relationship.

Traditional Firms Need A Better On-Ramp

This is where large advisory firms often struggle.

They may be excellent at serving clients who already want a dedicated advisor. But they may be less effective at serving investors who are not ready for the full relationship.

A better on-ramp could include:

low-friction planning sessions,
digital scheduling,
short advice modules,
hybrid robo-plus-advisor models,
transparent pricing,
family-planning checkups,
tax-season portfolio reviews,
retirement-readiness consultations,
inheritance planning sessions.

The firms that build those entry points may capture DIY investors before fintechs deepen the relationship further.

Cerulli Saw The Same Human-Advice Opening

Cerulli’s research on self-directed investors found that many DIY investors value access to human advice.

The report highlighted that 22% of self-directed account users consider the ability to consult a human specialist crucial, while another 33% find it somewhat important. It also found that 42% of self-directed investors are at least somewhat likely to pay to consult a specialist.

That supports the JD Power findings.

DIY does not always mean advisor-resistant. Sometimes it means advisor-selective.

The Gap Between Interest And Use

Cerulli also found that only 39% of respondents had ever used an advisor.

That gap is important.

Many investors may want human advice, but not know how to access it, when to ask for it or whether they have enough money to justify it. Some may assume advice is only for millionaires. Others may worry about cost, sales pressure or losing control.

That creates a messaging problem for advisory firms.

They need to make advice feel accessible before investors believe they need a full wealth management relationship.

The Wealth Transfer Gap Is The Weakest Point In The Study

The JD Power study also found that many advisors are missing important intergenerational planning conversations.

Just 51% of investors under 40 with a dedicated advisor and 39% of clients ages 40 and older said their advisor had discussed future wealth transfer needs. Only 18% said their advisor had brought additional family members into those conversations.

That is a serious gap.

Wealth transfer is one of the biggest long-term opportunities in financial advice, but advisors cannot capture it if they only know one generation of the family.

Why The Family Conversation Matters

A client’s wealth plan does not end with one person.

It may involve spouses, children, parents, siblings, trustees, heirs, business partners, charities and estate professionals.

If an advisor never meets the next generation, the relationship may end when assets transfer.

That is especially risky for traditional advisory firms that depend on long-term client relationships. The next generation may already trust a fintech app, an online brokerage or a different advisor.

The Advisor Must Earn The Next Generation Early

Younger heirs may not automatically use their parents’ advisor.

They may view the advisor as someone who understands their parents, not them. They may want digital access, clear pricing, values-based investing, cash-flow help, debt guidance, career-stage advice and more flexible communication.

Bringing family members into wealth-transfer conversations is not only about estate planning. It is about relationship transfer.

Edward Jones’ Satisfaction Win Comes With A Retention Shadow

Edward Jones’ client-satisfaction win lands at a complicated time.

InvestmentNews noted that a recent industry analysis from Muriel Consulting found nearly 6,000 advisors left Edward Jones between 2021 and 2025. Departures rose to 1,458 in 2025, up 35% from 2024, with a growing share of exits coming from long-tenured brokers.

That creates a tension.

Clients who are served well may rate the firm highly. But advisor exits can still disrupt client relationships.

Client Satisfaction And Advisor Retention Are Connected

An advised-investor satisfaction score depends heavily on the advisor experience.

If clients trust their advisor, they may rate the firm well. If the advisor leaves, the client relationship can become uncertain.

That means Edward Jones needs to protect both sides of the relationship:

keep clients satisfied,
keep advisors engaged,
handle advisor departures carefully,
communicate transitions clearly,
avoid weakening the local branch relationship.

A high JD Power score is valuable. But if advisor turnover remains elevated, the firm must make sure satisfaction does not become harder to sustain.

The Firm’s Branch Model Raises The Stakes

Edward Jones’ model depends on local advisor relationships. That is one reason it can perform well in satisfaction studies. Clients may feel known by their advisor and branch team.

But that also means advisor exits can feel personal.

When a longtime advisor leaves, the client may not think, “My firm changed staffing.” The client may think, “My financial person is gone.”

That is why advisor retention and client satisfaction cannot be separated.

The Satisfaction Study Measures Seven Different Experiences

JD Power said the 2026 study evaluates investor experiences across seven dimensions: digital channels, ease of doing business, people, product and service offerings, problem and complaint resolution, trust and value for fees paid.

That matters because satisfaction is not only about investment performance.

A client may judge a firm based on how easy it is to get help, whether digital tools work, whether the advisor communicates clearly and whether fees feel justified.

Why “People” Still Matters

For advised investors, the people dimension is central.

A good advisor can make a complicated firm feel simple. A weak advisor relationship can make even strong technology feel irrelevant.

Edward Jones’ score suggests the firm’s people-centered model still resonates with many clients.

Why “Digital Channels” Now Matter More

The digital dimension is where fintechs often shine.

Clients expect mobile access, clear dashboards, simple onboarding, electronic documents and fast service. Even clients who love their advisor may become frustrated if digital tools feel outdated.

That means traditional firms cannot rely only on advisor trust. They also need digital trust.

A More Useful Way To Read The Rankings

The rankings should not be read as a simple winner-and-loser list.

A better reading is to ask what each type of firm is proving.

Edward Jones proves that relationship advice still wins satisfaction when the client wants a dedicated advisor.

U.S. Bank proves that banking and wealth integration can support advised-investor satisfaction.

Ameriprise proves that planning-centered advice remains competitive.

SoFi proves that fintech brands can win DIY satisfaction and trust.

Ally proves that a digital-first brand can compete with established firms for younger investor confidence.

Fidelity proves that legacy scale can still compete in the DIY channel.

The market is not moving entirely toward fintech or entirely back to full-service advice. It is splitting into hybrid expectations.

Investors want digital ease and human help. They may not want both every day, but they want access to both when needed.

What Traditional Firms Should Learn From Fintechs

Traditional firms should not dismiss fintechs as beginner platforms.

Fintechs are teaching investors what a modern financial experience should feel like.

Lesson One: Onboarding Should Be Easy

Many fintechs make account opening feel simple.

Traditional firms often add more complexity because financial advice requires more information, compliance and suitability review. But that does not mean onboarding should feel painful.

A smooth start matters.

Lesson Two: Digital Tools Should Feel Clear

Investors should be able to understand where they stand.

That means clear balances, performance, holdings, goals, contributions, fees and next steps. Confusing dashboards weaken trust.

Lesson Three: Advice Should Be Available Before A Crisis

Younger investors may not want a permanent advisor yet, but they may want access when life changes.

Traditional firms should offer easier ways to raise a hand before the investor becomes overwhelmed.

Lesson Four: Trust Can Be Built Through Experience

A brand does not become trusted only through age.

It becomes trusted when the experience works repeatedly.

Fintechs are proving that convenience, clarity and reliability can become trust signals.

What Fintechs Should Learn From Edward Jones

The lesson also runs the other way.

Fintechs may be gaining trust, but Edward Jones’ advised-investor win shows that human relationships remain powerful.

Lesson One: Digital Trust May Not Be Enough For Complex Lives

A clean app may be enough for a simple investing account. It may not be enough for retirement income, estate coordination, tax-sensitive withdrawals or family wealth transfer.

Fintechs that want to retain clients as they become wealthier need human advice pathways.

Lesson Two: Parents And Affluent DIY Investors Need More Support

JD Power’s data shows that affluent DIY investors with children are increasingly open to advice.

Fintechs should pay attention. A client who becomes a parent may need more guidance around insurance, savings, college funding, estate documents and retirement trade-offs.

Lesson Three: Robo Advice Should Lead Somewhere

Robo platforms can be an entry point, but they should not be a dead end.

If a client’s needs become more complex, the platform should have a clear path to human advice.

Where This Fits In The Platform Trust Race

This study fits the broader issue of regulated platform trust in wealth management.

Firms are adding AI tools, digital portals, planning platforms, robo features and data-driven service models. But investor trust still depends on whether those tools actually help clients make better decisions.

The JD Power results show that trust is no longer tied to only one model.

A client may trust Edward Jones because of a local advisor. Another may trust SoFi because the app is easy and the brand feels modern. Another may trust Fidelity because of scale. Another may trust U.S. Bank because banking and wealth feel connected.

The trust race is now multi-channel.

What Advisors Should Do With The Study

The study gives advisors a practical checklist.

Talk To DIY Investors Differently

A DIY investor may not want to be sold a full-service relationship immediately.

The better approach is to identify moments where advice is useful:

first child,
new job,
stock compensation,
home purchase,
inheritance,
retirement planning,
tax surprise,
market volatility,
caring for parents,
college funding,
business sale.

Those moments create natural advice demand.

Make Wealth Transfer A Real Conversation

Advisors should not wait until a client dies to meet the next generation.

They should ask clients whether they want to include spouses, adult children, trustees or heirs in planning conversations. This should be done respectfully and with client permission.

The goal is not to pressure families. The goal is to prepare them.

Explain Fees Through Value

JD Power measures value for fees paid.

That means advisors need to explain what clients receive beyond portfolio management. Planning, tax coordination, behavior coaching, retirement income guidance, estate conversations and family support all help clients understand value.

Keep Digital Friction Low

Even clients with advisors expect technology to work.

Advisors should pay attention to whether clients struggle with portals, forms, statements, document signing or online access. Digital friction can damage satisfaction even when the personal relationship is strong.

Reader Guide: What The JD Power Study Means

Who ranked highest among advised investors? Edward Jones ranked highest among advised investors with a score of 754.
Which firms followed Edward Jones? U.S. Bank ranked second with 746, and Ameriprise ranked third with 743.
Who ranked highest among DIY investors? SoFi ranked highest among DIY investors with a score of 724.
Why are fintechs important in this study? Fintech brands are gaining trust with younger DIY investors and appeared among the highest-ranked DIY platforms.
Are DIY investors rejecting human advisors? No. JD Power found that many affluent DIY investors are increasingly open to working with an advisor, especially younger investors, parents and robo-advice users.
What did the study say about wealth transfer planning? JD Power found that many advised investors have not discussed future wealth transfer needs with their advisor, and only 18% said their advisor had brought additional family members into those conversations.
Why does the result matter for Edward Jones? The result gives Edward Jones a client-satisfaction win while the firm also faces attention over advisor exits and platform changes.
What is the main lesson? The main lesson is that investors want both digital ease and human advice. The balance depends on life stage, wealth level, complexity and trust.

What To Watch Next

Edward Jones’ Ability To Sustain Satisfaction

Edward Jones has to maintain its satisfaction advantage while managing advisor exits, platform modernization and changing client expectations.

Fintechs Moving Upmarket

Watch whether SoFi, Ally and other fintechs keep attracting affluent investors and whether they expand human-advice options.

Traditional Firms Building DIY Bridges

Firms like Edward Jones, Ameriprise, Raymond James and LPL may need better pathways for DIY investors who are not ready for a full advisory relationship.

Robo Platforms Feeding Human Advice

The JD Power data suggests robo advice may be a gateway to human advice. Watch whether firms design better handoffs from automated tools to advisors.

Wealth Transfer Conversations

The wealth-transfer gap is one of the biggest opportunities. Advisors who bring families into the conversation earlier may keep more assets across generations.

Edward Jones’ Win Shows The Future Is Not Advisor Or App. It Is Both.

Edward Jones’ JD Power win is a strong reminder that human advice is not fading away.

Clients still value advisors who know them, guide them and help them make decisions that a digital tool alone may not handle well. That is why Edward Jones ranked highest among advised investors.

But the fintech results show the other side of the future.

Younger investors are building trust with digital-first platforms. They like simple tools, easy onboarding and brands that feel built around their habits. They may not want a traditional advisor relationship today, but many are open to advice when life becomes more complex.

That means the future of wealth management is not advisor versus app.

It is advisor plus app. Human trust plus digital trust. Planning depth plus easy access. Family conversations plus modern tools.

Edward Jones won the advised-investor satisfaction race. SoFi won the DIY satisfaction race. The next big winner may be the firm that can connect those two worlds before the client has to choose between them.