Retail investors have fundamentally shifted how they evaluate and choose their brokers, placing platform performance and user experience on par with traditional cost considerations, at least in the United States.
The newest research by Investment Trends, which analyzed behavior patterns across the US retail investment market, found that mobile app quality and web platform functionality now match fee structures as primary selection criteria.
Platform Failures Drive Customer Defection
The study identified a notable change in why investors leave their brokers. Interface problems have overtaken trust and customer service as the leading cause of account closures, marking a reversal from previous years when relationship factors dominated churn drivers.
Lorenzo Vignati, Associate Research Director at Investment Trends, pointed to changing baseline expectations. "Reliability is now the baseline. If a platform doesn't deliver, investors will walk," he said.
The shift reflects broader patterns in consumer technology, where users expect seamless digital experiences across all service categories. Brokers now compete not just against each other but against the usability standards set by technology companies in other sectors.
Investment Trends also reported a record shift in brokers in its study on the German market released six months ago. At the time, the firm highlighted that one in six traders had changed their trading service provider not because of costs, but due to transparency, innovation, or simplicity.
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Support Gaps Emerge for New Account Holders
While 48% of investors reported feeling well supported during recent market volatility , that figure dropped to 37% among newer investors. The gap suggests brokers may be failing to provide adequate engagement during the critical onboarding period.
“Investors have become more discerning about the kind of support they expect, it's no longer just about being available, it's about being proactive and relevant,” Vignati said. “Timely insights build confidence. When brokers fall short, especially early on, it risks long-term disengagement.”
The data indicates that reactive support models may no longer meet investor needs, particularly during the formation of early account relationships when expectations and trust levels remain fluid.
Word-of-mouth is also becoming increasingly important when choosing a broker, particularly recommendations from relatives or financial influencers.
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Mobile-First Expectations Reshape Industry Standards
Investors now evaluate broker platforms using the same criteria they apply to other financial apps, including banking and payment services.
“What used to be a relationship-led decision is now a product-led one,” Vignati noted. “Investors expect the same fluid digital experience they get in other parts of their financial lives, fast, intuitive, mobile-first.”
This transition places pressure on brokers to maintain continuous platform development and respond quickly to technical issues. The stakes have risen as investors demonstrate willingness to switch providers over interface complaints, even when other aspects of service remain satisfactory.
The findings arrive as competition intensifies across the retail brokerage sector, with firms racing to enhance digital capabilities while managing cost pressures. The report suggests that traditional competitive advantages around pricing and service availability may no longer suffice without strong platform execution .
