Top Online Brokers for DIY Investors: 2025 Customer Satisfaction Rankings

The American Customer Satisfaction Index (ACSI) recently published its 2025 survey results for the finance sector, offering insights into how self-directed investors rate their online brokerage platforms. The study evaluates major brokers on key factors such as mobile app performance, customer support

Nov 3, 2025 0 86

Top Online Brokers for DIY Investors: 2025 Customer Satisfaction Rankings

The American Customer Satisfaction Index (ACSI) recently published its 2025 survey results for the finance sector, offering insights into how self-directed investors rate their online brokerage platforms. The study evaluates major brokers on key factors such as mobile app performance, customer support, and research tools, providing a comprehensive overview of which platforms deliver the best overall experience. These rankings are an essential guide for DIY investors seeking brokers that combine functionality, usability, and reliable service.

#1 Fidelity was at the top both this year and last year, but the main difference from the previous years is the significantly increased gap between Fidelity and the rest of the field, notably #2 (Schwab) and #3 (Vanguard). Morgan Stanley/E-Trade and Merrill Edge also had big drops.

The majority of my assets remain split between Fidelity and Vanguard, and over time I actually like having the features of both. See also: AI Pioneer Divides Assets Across Multiple Banks and Brokerages.

Sources: RIABiz, ASCI Press Release.