Research
Competitive audit summary: for each peer we capture primary navigation, Home/dashboard, LOB placement, hierarchy depth, cross-LOB patterns, and personalization. Full audit table and screenshot library live in the project as competitive-audit.md.
Audit dimensions
| Dimension | What we capture |
|---|---|
| Primary navigation | Number and labels of main tabs, placement (bottom nav vs hybrid) |
| Home / dashboard | Above-the-fold content, how investing vs banking vs planning are surfaced |
| LOB placement | Where investing, banking, insurance, planning/goals live (tab vs More vs Home) |
| Depth of hierarchy | Clicks to key tasks (view portfolio, pay bill, set a goal) |
| Cross-LOB patterns | Net worth views, links between banking and investing, goal-to-account links |
| Personalization | Customizable home, nav, or content |
Competitors in scope
- Full-service / wealth: Fidelity, Charles Schwab, Morgan Stanley, Merrill (BofA), Edward Jones, Ameriprise
- Bank + investing / Card + banking: Chase (J.P. Morgan), Bank of America, Ally, American Express
- Investing + planning: E*Trade
- Companies in this research (showcase/assets): Ally, Ally Invest, American Express, Ameriprise, Bank of America, Capital One, Charles Schwab, Chase, Citi, Citi Self Invest, Discover, E-Trade, Edward Jones, Fidelity, Fifth Third, J.P. Morgan Chase Self-Directed Investing, Merrill Edge, Merrill Lynch, Morgan Stanley, Morgan Stanley Wealth Management, PNC, RBC Wealth Management, Raymond James, Robinhood, SoFi, T Rowe Price, TIAA, Thinkorswim, Truist, UBS, US Bancorp Self-Directed Investing, US Bank, USAA, Vanguard, Wells Fargo, Wells Fargo Advisors