VALLEY FORGE, PA — Vanguard is rolling out a redesigned U.S. investor website over the coming months, restructuring account, performance and portfolio information as the asset manager seeks to make its digital platform easier for clients to navigate and use.
The phased rollout will eventually reach all clients, according to Vanguard. Investors will be notified when the updated website becomes available to their accounts.
The redesign centers the main dashboard on portfolio performance and account management, bringing information Vanguard says investors most frequently seek closer to the initial login screen.
Clients will also be able to review and compare accounts in one place, reducing movement between pages. Performance charts and related information have been moved forward in the interface to give investors a more immediate view of portfolio trends.
The changes follow surveys, usability testing and other research involving thousands of investors, according to the company. Vanguard said that work identified information overload and inertia as obstacles that can make financial decisions more difficult.
“The reimagined website makes it easier for investors to complete tasks they told us matter most,” Dave Goodman, head of digital channels for Vanguard’s Personal Wealth business, said. “By simplifying navigation and surfacing important information sooner, investors can spend less time searching and more time focusing on their financial goals.”
The website overhaul reflects the growing operational importance of digital account servicing for Vanguard, with the company using the phased deployment to collect additional investor feedback before completing the rollout.
Jennifer Clarke, Vanguard’s head of user-experience design, said the company sought to reduce the need for clients to assemble information from multiple parts of the website.
“We simplified how information is presented so investors don’t have to search for it or piece it together,” Clarke said.
Vanguard did not identify a specific date when the redesigned website will be available to every U.S. client, saying only that access will expand over the coming months.
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