Get a view of fintech and wealthtech data from our consumer focused research. We share insights from the 2017 data set here.

1. Unpacking Digital
Wealth Advising
Components
Sample insights from the 2017
Research Series
Compiled by ParameterInsights

2. Unpacking the Consumer
Opportunity in the
Digital Wealth Category
Q1: Who is Familiar with Digital Advice?
Q2: Which wealth advising features do
consumers rank as important?
Q3: Which service features are driving loyalty
amongst users?
Q4: Which consumer segments are prime
candidates for digital wealth advising?

3. Copyright © 2018 All Rights Reserved. Parameter Insights and its logo are trademarks of Parameter Insights.
Q1: Who is Familiar With Digital Advice?
3
Significant marketing investments from incumbents
and well-funded start-ups alike, nearly half of
consumers in both the Canadian and U.S. markets are
at least somewhat familiar with the concept of digital
wealth advising. Though low, familiarity is higher in the
US than in Canada for all three of the highest levels of
familiarity (i.e. very, extremely, or most familiar).
% of population able to recall at least one digital wealth advice
brand per familiarity categorization
Very / Extremely /
most Familiar
Slightly /
somewhat familiar
Unfamiliar
8.7%
3.2%
33.6%
43.8%
57.7%
53.0%
General Levels of Familiarity with Digital Wealth Advising
96.8%
75.5%
70.8%
52.9%
36.3%
17.8%
Very / Extremely /
most Familiar
Slightly /
somewhat familiar
Unfamiliar
United States
Canada
United States
Canada
…….Even though about half the population is unfamiliar
with the general concept of digital wealth advising,
many of those same people are able to recall or
recognize one or more brands in the digital wealth
management market (17.8% in Canada, 36.3% in US).
For a niche product/service category, awareness and discussion of digital wealth management is comparatively high

4. Copyright © 2018 All Rights Reserved. Parameter Insights and its logo are trademarks of Parameter Insights.
Q1: Who is Familiar With Digital Advice? Continued
4
Take advantage of the “Advisor Effect”
These findings support the idea that among the
investing public, clients are exploring multiple
options and assessing value as they go.
Usage of a digital wealth advisor more than
doubles among those with a human advisor
compared to those without a human advisor.
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
28.3%
Advisor Impact on Automated Investment
Platform Aided Awareness and Usage
Net aided brand
awareness
Net brand usage
(client)
42.1%
3.6%
8.1%
No Advisor Advisor
60%
50%
40%
30%
25%
20%
15%
10%
0%
11.2%
Advisor Impact on Automated Investment
Platform Considerationand Satisfaction
Category
Satisfaction
Category
Consideration
55.7%
7.9%
18.8%
No Advisor Advisor

5. Copyright © 2018 All Rights Reserved. Parameter Insights and its logo are trademarks of Parameter Insights.
Q2: Which wealth advising features do consumers rank as important?
5
Stated importance for a set of features asked to a representative sample of Canadians relative to the average responses of
importance for both Users and Non-Users of online advice services reveals differences.
More Important
than Average
Less Important
than Average
Low fees are not a differentiator, all consumers both familiar and not or users and not will rate fees as important especially
in a perceived low fee category like digital wealth advising.
More Important than Average

6. Copyright © 2018 All Rights Reserved. Parameter Insights and its logo are trademarks of Parameter Insights.
Q3: Which service features are driving loyalty amongst users?
6
Satisfactionwith digital wealth advising is high. In Canada, 41% of users are very satisfied overall and 98% are at least somewhat satisfied.
Transparency is the strongest driver of loyalty but breadth of service and availability of a person are also key opportunity drivers in Canada.
The top three drivers explain over two-thirds of the variability in overall satisfaction among users of digital wealth advising.
Category drivers of overall satisfaction. Opportunities for digital wealth firms to drive loyalty.

7. Copyright © 2018 All Rights Reserved. Parameter Insights and its logo are trademarks of Parameter Insights.
Q4: Which consumer segments are prime candidates for digital wealth advising?
7
Statistical segmentation using consumer psychographics produces target segments that are attitudinally opportune for digital wealth advising.
The two target segments in Canada, Slam Dunk Digitals & Wealthsimple Casting Call, together comprise 58% of the market.
Attitudinal Segment Name Psychographic Make-up
Slam Dunk Digitals Very comfortable making financialtransactions online, greatly prefer accessing financial
informationonline, prefer investing over saving, consider themselves long- term investors,
confident about retirement, not worried about financialfuture, not confused by wealth
management products and services, don't see wealth management offers as all the same
Wealthsimple Casting Call Confused by wealth management offers, not very knowledgeable about their finances, prefer
accessing wealth management informationonline, prefer not to be actively involved in
finances, worried about the future of their finances, not confident about retirement, want to
learn more about wealth management, not comfortable handling finances without advice
Traditionalists Not comfortable making financial transactionsonline, greatly prefer discussing investments
with a person, prefer accessing financialinformationoffline, feel that it's worth it to pay for
financialadvice, prefer investing over saving, consider themselves long- term investors, not
comfortable handling finances without advice, confident about resources needed for
retirement
Skeptic Savers Prefer saving over investing, knowledgeable about finances and comfortable handling without
advice, think wealth management products and services are all the same, worry about the
future of their finances, don't think of themselves as long- term investors, not willing to take
risks with investments to increase returns, don't think it's worth it to pay for financialadvice

8. Copyright © 2018 All Rights Reserved. Parameter Insights and its logo are trademarks of Parameter Insights.
Q4: Which consumer segments are prime candidates for digital wealth advising?
Continued
8
Consumer attitudinalsegment names and sizes in
Canada.
58% of Canadians are “attitudinally”
ripe for digital wealth advising offers.
Here’s how the
target attitudinal
segments break
down
demographically

9. Themes we are tracking
with data in 2018
Has category understanding improved? How
are consumers educating themselves about
finances and investing?
Which financial goals are most consumers
working towards and how do they vary by
age group?
How are digital brand awareness and usage
trending and why?
What are the greatest perceived barriers to
consumption of digital wealth services and
how can they be overcome?
What are the pain points that users are
identifying and what must executives
overcome?

10. Copyright © 2018 All Rights Reserved. Parameter Insights and its logo are trademarks of Parameter Insights.
2018 data shows that consumer awareness isn’t moving….our analysis will
unpack the reasons why and what you can do about it
10
 We are examining many
perceived barriers to
digital wealth
consumption as well as
user pain points.
 Our data can help
executives make better
business choices to
engage more consumers
and delight users.

11. Product Details
Scientific data products (consumer survey’s
with nationally rep sample sizes; algorithms
tracking topic and brand discussion in social
media)
Ongoing data capture and analysis enables
the only on-going coverage of the digital
wealth category with consumer and supplier
analysis
4 Reports delivered per year (1/qrtr); Access
to underlying data and exhibits; Analyst
support
$18,000/year

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