Fidelity Study: Despite Being Cost-Conscious, Many Self-Directed Investors Aren’t Making the Most of Their Brokerage Firm

In Fidelity Investments’ second Brokerage Value Study, 1,000 U.S. self-directed investors say they chose their primary brokerage firm for table stake reasons such as “trusted brand/financial strength” (38 percent) and a “wide selection of investments” (34 percent). However, they also cite more specific value components, such as “low commissions and fees” (37 percent) and “high quality trade executions” (31 percent).