The Value of Advisor Personalization

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Presented by

Samantha Lamas, Morningstar Behavioral Researcher

About this talk

New technologies and the advent of big data have created personalization opportunities at previously unimaginable scales. Customers have come to expect personalized experiences when interacting with a business, and the financial-services industry has responded with a wave of personalization options. However, personalization, especially in finance, is complex and multifaceted. Investors may struggle to delineate, let alone understand, the value of personalization for their investment strategies and the effects of bespoke solutions on their financial goals. In our current research, we endeavored to understand investors’ perspectives on portfolio personalization options. We aim to identify what aspects of personalization investors value and to what extent they valued different tailored solutions.

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