The Rise of the Super App and the Challenge to Bank Wealth Management

This report explores perceptions of affluent investors (household decision-makers with at least $100,000 in investable assets) toward third-party investment apps and websites such as robo-advisory and self-directed platforms and the extent to which the pandemic might have altered these viewpoints. Specifically, it considers how the pandemic-induced acceleration of the digital learning curve might favor digital upstarts over bank incumbents and how incumbents should respond. 

Key questions discussed in this report:

• What services do affluent investors seek and/or desire from their primary bank?
• How open are affluent investors to using third-party investment apps and websites?
• Are affluent investors comfortable sharing their personal financial information with third-party investment apps and websites? 
• How easily might they be coaxed into using these third-party investment apps and websites, and to what degree has the COVID-19 pandemic increased their willingness?
• What are ways to attract affluent investors, and what must banks do to capture them?