Across a range of financial products, consumers were least open to completely automated customer service for investments and mortgages, but were more willing to use an all-digital arrangement for banking services, according to GfK.
“Investments are an area where people have more concerns about their knowledge and about making decisions,” Neri said. That includes younger generations that are more receptive to being fully online.
Importantly for full-service advisors, people at higher income levels are more open to having a mix of service options that include automated systems, Neri said.
But “our conclusion is that even savvier people … like to have that option of being able to reach out” for advice, he said.
The survey is based on interviews with 1,000 people conducted June 3 to 5, with a 3 percentage point margin of error. GfK used a recruited panel of consumers who represent the U.S. population overall.