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OverviewAPI
Online brokerage firms face challenges in providing value to DIY investors in a no-fee landscape, as highlighted by the J.D. Power 2024 U.S. Self-Directed Investor Satisfaction Study. To attract Millennial and Gen Z investors, firms must prioritize trust and personalized guidance. Notably, Fidelity excels in satisfying investors seeking guidance, while TD Ameritrade leads in satisfying do-it-yourself investors.

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