The data reveals that advised investors who actually use virtual assistants report 696 on J.D. Power’s 1,000-point satisfaction scale, 54 points higher than those without access. DIY investors see a smaller but still meaningful bump of 29 points. However, despite strong satisfaction gains, even the most advanced assistants in the study “are effective for routine or reactive tasks, but do not proactively make suggestions or anticipate user needs.”
On the scorecard, TD claims the top spot for advised-client digital satisfaction with 689, edging out CIBC (685) and BMO (674). On the DIY side, Wealthsimple once again dominates with 709, ahead of CIBC Investor’s Edge (665) and RBC Direct Investing (659).
The report also cautions that year-over-year comparisons aren’t possible due to a redesign of the study’s methodology. Results are based on feedback from 4,686 investors collected between June and August 2025.
“As a general rule, the more investing tools, charting capabilities and security safeguards wealth management firms offer on their apps and websites, the more deeply investors engage with those channels,” explains Jon Sundberg, senior director of digital solutions at J.D. Power. “The wild card, however, as firms adopt more sophisticated investing tools across different platforms is that they need to deliver a consistent, cohesive user experience in each channel. Firms that manage the balance of powerful tools and streamlined integration are the ones that really set themselves apart in this study.”
