Why millennials gravitate to new brands in online investing

Carly Fink
Additional contact information
Carly Fink: Provoke Insights, USA

Journal of Brand Strategy, 2021, vol. 9, issue 4, 401-407

Abstract: Companies like Fidelity, eTrade, Charles Schwab, Saxo Bank and Vanguard have dominated the do it yourself online trading platforms since the mid-1990s. What made these platforms so popular is twofold: lower cost of commissions and accessibility. In recent years, there has been an influx of new competitors into this space. In particular, millennial traders are gravitating to more modern platforms on the market like Robinhood, Acorns and Stash, which provide even lower commissions, more functionality and interactivity. As accessibility, ease and no-fee stock trading are no longer differentiators, but rather barriers to entry, brands need to move beyond functionality. This paper examines how brands need to understand and research what makes a millennial loyal to a financial institution.

Keywords: millennials; investing; trading platforms; advertising; emotional branding; fintechPhoto (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6206/download/ (application/pdf)
https://hstalks.com/article/6206/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2021:v:9:i:4:p:401-407

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().