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After several years of development of fund investment advisory business, the institution has grown from a to a company with an asset size of nearly 100 million.There are many reasons for the slow development of fund investment consulting business. This article discusses some problems of fund investment consulting in product design from the perspective of customer experience and tries to propose product solutions. Since the pilot of public fund investment consulting began in January 2017, it has gone through 10 years. The number of licensed institutions in fund investment consulting business has grown from the first batch to 100.



As of the end of 2017, the asset scale of fund israel phone number example investment consulting services was RMB 100 billion, and the total number of customers was RMB 100 million. Compared with the market scale of RMB 1 trillion of public fund market, the scale of fund investment consulting is just a drop in the ocean. 1. Customer experience problem of fund investment consulting products. It is difficult to choose investment consulting products. When you open the investment consulting entrance of major platforms such as Tiantian Fund and Alipay, you will see a bunch of investment consulting institutions and the investment consulting strategies they provide.



The display forms and strategy types are highly similar and difficult to identify. The service differences between different institutions turn the problem of customers "not knowing how to choose funds" into "not knowing how to choose investment consulting". Each investment advisory institution basically provides a strategy combination to customers based on a simple questionnaire of "risk expectation + return expectation"; there is no essential difference in experience from the basic operation of screening funds through "risk level + return ranking". The difficulty of selection at the entrance directly raises the experience threshold of investment advisory services.