Based on Charles Schwab’s Personal Choice offering
To construct this table we worked backwards from the profiling questions used and value proposition presented in each product offering.
Product Customer Needs Distinguishing Attributes Individual Investor Fee sensitive
Value choice of investment instruments
Require access to high-quality & unbiased research Age 24-45
Assets of less than $1M
Single professional living in major metros Advised Investor More time than fee sensitive
Resist any investment advise that appears to be biased
Want someone to manage their portfolio for them
Will reject any approach that feels cookie cutter Ages 45+
Dual income professionals
Home Owners
Assets of $1M-$5M Frequent Traders Risk seeking/independently minded
Invest for themselves and/or for others
Fee Sensitive
Needs access to cutting-edge tools
Requires speedy trades & lowest fees possible Male age 24-35
Subscribes to technical & financial trade pubs
Trades 2x+ per month