As digital-native Gen Y1 starts to enter its peak earning years and Gen Z starts to contemplate longer-term savings, perceptions of what makes a truly stand-out investor experience are shifting, according to the JD Power 2026 U.S. Investor Satisfaction Study.
That shift is starting to open the door for newer FinTech brands that are achieving high scores in customer satisfaction from clients for their easy-to-use digital channels, according to the report. Younger investors also are indicating that they trust these FinTech brands as much as established industry leaders.
“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,” says Mike Foy, managing director of the wealth management practice at JD Power.
“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.”
Following are some of the key findings of the 2026 study:
Younger DIY investors see FinTechs as innovative, trustworthy: While it should come as little surprise that FinTech brands would outperform traditional financial services firms on the strength of their digital tools and ease of doing business, FinTechs also show significant year-over-year gains in perceptions of trust, with the number of DIY investors under 40 who view FinTechs as “trustworthy” rising 7 percentage points in 2026.
Among investors under 40, FinTech brands such as SoFi and Ally are perceived to be more innovative than established brands and equally trustworthy.
Younger, affluent DIY investors increasingly open to advised relationships: Among affluent DIY investors with $250,000 or more in investable assets, 19 percent of those under 50 say they are “definitely likely” to work with an advisor within the next year. That is up from 10 percent in the 2025 study.
Similarly, 24 percent of affluent DIY investors with children in their households say they are “definitely likely” to work with an advisor in the next year, up from 15 percent in 2025.
Use of robo advice as a gateway, not a replacement, for human advice: Among all DIY investors, 17 percent of those who use a robo advice platform say they are “definitely likely” to work with an advisor in the next year, while just 4 percent of those who do not use robo advice plan to work with an advisor. Among affluent DIY investors, 28 percent of those who use robo advice say they are “definitely likely” to work with an advisor in the next year.
Advisors missing opportunity to discuss Great Wealth Transfer: Just 51 percent of investors with a dedicated financial advisor under 40 and 39 percent of clients ages 40 and older say their advisor has discussed elements needed for a future wealth transfer. Even fewer (18 percent) say their advisor has met with or suggested they meet with additional family members to discuss their financial management needs as well.
Edward Jones ranks highest in overall satisfaction among advised investors, with a score of 754. U.S. Bank (746) ranks second and Ameriprise (743) ranks third.
SoFi ranks highest in overall satisfaction among DIY investors, with a score of 724. Citi (710) ranks second and Ally and Fidelity (707) rank third, in a tie.
For more information on the study, visit here and here.
