The most recent 2025 US Online Investing Report by Investment Trends has uncovered a notable shift: platform experience is now among the top criteria for online brokerage selection, rivalling brokerage fees.
Investors today aren’t just choosing where to trade—they’re choosing where they feel supported, understood, and empowered. In 2026, that expectation is only going to accelerate.
In recent years, more investors have expanded their portfolio across multiple products—stocks, ETFs, crypto, options, and more—as a strategy to diversify their income and mitigate risk.
The challenge? Juggling between different platforms and analytic tools is cumbersome and time-consuming. As a result, the demand is growing for brokerages that deliver a seamless, unified multi-asset investing experience.
→ Discover Trading Central’s multi-asset solutions.
AI adoption among investors and traders is stronger than ever, contributing to an increase in trading frequency, trade volume, and confidence. However, relying on AI models can also expose investors to risks such as information overload and hallucinations.
This presents brokers with a lucrative yet challenging opportunity: harnessing the power of AI to deliver personalized support and education without overwhelming their users. Brokers can address this gap by leveraging a specialized financial AI assistant like Trading Central’s FIBI™, which progressively discloses relevant insights backed by Trading Central’s industry-accredited research and analytics.
→ Learn more about our AI solutions.
Modern investors need more than just access to the market—they need data-driven, timely insights that help them understand market context, align goals, execute trades, and manage risk with confidence.
By integrating meaningful analytics beyond the research portal—such as within key user flows like watchlists, portfolio holdings, and instrument lookup pages—brokers can empower their users with actionable insights at every stage of their investing journey. This end-to-end support boosts platform engagement, drives execution, and improves investor retention.
→ Build a smarter investor experience with Trading Central research tools.
Join our live webinar, Building the Brokerage Experience in 2026 with J.D. Power. The session will unpack the industry intelligence guiding brokerage roadmaps and what investors expect from their platforms, supported by insights from J.D. Power’s recent Digital Wealth Studies.
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