American Century is number one mutual fund firm when it comes to the online application process, according to a study done by Corporate Insight. The Kansas City fund firm scored top marks in the categories of accessibility, usability, and features.

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Company Press Release

Corporate Insight, the leader in competitive intelligence research for the financial services industry, recently examined the online account opening experience offered by the nine leading mutual fund firms that sell directly to consumers. Of these, three firms offer no facilities for submitting applications online: Dreyfus, ING, and RS Investments. The remaining firms – American Century, Fidelity, Janus, T. Rowe Price, Vanguard, and Wells Fargo all provide various tools accessible through their public Websites to help prospective customers with the account opening process.

“We evaluated the firms using the following criteria: accessibility, usability, and features, and found that American Century is the clear leader when it comes to the online application experience,” said Lauren Wistrom, Senior Analyst at Corporate Insight and author of Mutual Fund Monitor reports. “Although many of the firms covered in this report excel in one area or another, American Century scored perfect marks on all of our criteria. All fund selection assistance, help features, and resources were streamlined into the process, minimizing excess navigation, and ensuring that prospective applicants will have a smooth experience with as little or as much help as they need throughout.”

In this 59 page report entitled, “Online Account Applications: Beginning a Relationship with Investors (www.corporateinsight.com/mfapps)”, the New York-based firm evaluated each firm using a set of 34 attributes. The report also contains detailed findings, a summary, and 11 specific recommendations on what firms can do to streamline and improve their online application processes.

For more information on this research and related services, please visit: www.corporateinsight.com.

About Corporate Insight

Corporate Insight is the leading provider of competitive intelligence, analysis, and consulting services to the financial services industry. Founded in 1992, the firm has a blue-chip client base of industry leaders who rely on the company’s commentary and insight gleaned through years of research examining the issues and trends that have shaped the industry. CI monitors the top firms on an ongoing basis, measuring, analyzing, and communicating industry best practices. Its products include Bank Monitor, Broker Monitor, Credit Card Monitor, e-Monitor, Mutual Fund Monitor, Mutual Fund - Advisor Monitor, and Annuity Monitor, as well as custom project work. For more information, please visit www.corporateinsight.com. 

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