Investors are responding well to AI-powered assistants when using digital wealth platforms, according to the J.D. Power 2025 U.S. Wealth Management Digital Experience Study released Thursday.
The average overall satisfaction among advised investors using an app or website with a virtual assistant was 767 points (on a 1,000-point scale)—about 72 points higher than that of investors who don’t have access to an AI-driven assistant. Among do-it-yourself investors, the score was 47 points higher, on average, for wealth platforms that use assistants.
If investors don’t have access to an AI assistant, these types of results may push other firms to add them soon. According to J.D. Power, more than half of wealth management platforms offer virtual assistants, with 60% of DIY apps and 54% of advised platforms providing them.
“The AI-driven assistant is not really new to financial services, but is more mature on the banking side than wealth and is really in an early stage of maturity in terms of what it could and will do,” said Mike Foy, managing director and head of wealth intelligence at J.D. Power.
Foy said they will also continue to advance their capabilities.
“More personalized proactive advice and guidance, greater automation or efficiency of operational processes like onboarding, and natural language transparency are important areas where we expect improvements,” he said.
For now, the study notes that even the most sophisticated virtual assistants are limited to routine tasks and do not proactively anticipate investor needs. More complex queries still require human intervention from advisors or agents.
As firms continue to enhance their digital capabilities, J.D. Power cautioned that they must be able to quickly connect clients to human advisors or representatives across desktop, mobile apps, and phone calls.
Earlier this year, Microsoft released a report on the jobs most likely to be replaced by artificial intelligence, and personal financial advisors landed at No. 30 out of 40. Reporting by WealthManagement.com among advisors, however, found resounding pushback on the finding, with advisors saying they don’t feel threatened by what they see as a relationship business.
Both advised and DIY wealth management platforms have continued to invest resources in their digital offerings, with a focus on sleek interfaces, portfolio analytics and AI-driven assistants.
“The continued growth of fintech players in the wealth management space has really raised the bar on investor expectations of a truly personalized digital experience,” Foy said.
J.D. Power, which ranks satisfaction scores among wealth management platform providers, noted that its 2025 digital experience study was redesigned from prior years and so was not comparable to 2024.
With that context, among advised portal providers, Wells Fargo jumped three spots ahead of the firm’s similar report last year to get the highest customer satisfaction score with 756 out of 1,000.
It was followed by 2024’s top-ranked firm, J.P. Morgan Wealth Management (748), and then Vanguard (744), which jumped two spots from its ranking in the similar report in 2024. Charles Schwab (740), U.S. Bank (739), and Citi (736) rounded out the firms above the segment average of 734. The bottom rungs were occupied by Ameriprise (712), Raymond James (708), and LPL (627).
In the DIY investment sector, Robinhood took the top spot with a score of 724. That was two places higher than J.D. Power’s similar report from 2024.
Robinhood was followed by Charles Schwab (717), Fidelity (713), Stash (713)—which dropped two spots from 2024, and J.P. Morgan Wealth Management (709). The lowest-scoring firms J.D. Power showed were Vanguard (696), E*Trade from Morgan Stanley (689), and Bank of America’s Merrill Edge (674).
The study was based on responses from 5,608 advised and DIY investors fielded from June through August 2025.
