Fintech disruptors – like Betterment, Wealthfront, Robinhood, and others – are revolutionizing the industry, leading with digital-first offerings. And many have seen success – Robinhood alone added 5+ million new accounts in 2020. Despite the rise in these disruptors, our research found many consumers are unwilling to give up “traditional” services and offerings. Consumers are more likely to trust human advisors over robo-advisors, still prefer to reach their firm via phone and email, and most want an investment manager that can do it all. This leaves incumbent firms in a favorable position to continue to attract and retain new customers; even in the age of digital disruption.