JPMorgan Chase is taking a major step forward in its digital investing journey by adding bond and brokered certificate of deposit (CD) trading capabilities to its mobile app — a move designed to appeal to self-directed investors and advance its ambition to build a $1 trillion investing business.
This development, first highlighted by CNBC, represents a meaningful expansion for the JPMorgan digital investing platform, which now allows users to research and compare fixed-income products like bonds and CDs, all within the same app used for daily banking activities.
Simplifying Fixed-Income for Individual Investors
“We aimed to make purchasing fixed-income investments as effortless as possible for our clients,” said Paul Vienick, head of online investing at JPMorgan’s wealth management division. “We’ve brought the ease of stock and ETF investing into the bond market.”
Vienick, who previously worked at TD Ameritrade and Morgan Stanley, joined JPMorgan in 2021 with the task of revamping the bank’s online investing platform. The recent upgrades follow a slower-than-expected start, which began with the 2018 launch of the “You Invest” platform before it was later rebranded as Self-Directed Investing — now a core part of the JPMorgan digital investing platform.
Facing Off Against Industry Giants
Although JPMorgan is a dominant force in traditional banking, its self-directed investing arm has only recently surpassed $100 billion in assets. That’s still well behind competitors like Charles Schwab, Fidelity, and E-Trade — firms with decades-long track records and deep customer bases.
To close that gap, JPMorgan has introduced aggressive promotions, offering bonuses of up to $700 for customers transferring assets to its self-directed platform. Additionally, the bank plans to add after-hours trading to the JPMorgan digital investing platform, further enhancing its competitiveness.
Aiming for a $1 Trillion Milestone
Although JPMorgan reaches nearly half of the 19 million affluent households in the U.S., it oversees only a relatively small share of their overall investment portfolios. By embedding investment capabilities directly into its mobile app, the firm hopes to encourage customers to manage all their finances — banking, saving, and investing — within a single, seamless digital environment.
“We see the potential for this to become a $1 trillion business beyond our core wealth management,” Vienick said. “Achieving that will require dedication and truly understanding what our clients need.”
Blending Technology With Human Advice
With a powerful branch network, the leadership of CEO Jamie Dimon, and growing technological investment, JPMorgan is positioning itself for a future where digital solutions and human financial advice go hand-in-hand. The JPMorgan digital investing platform is central to this strategy, aiming to deliver the convenience and flexibility that modern investors demand while growing its share in the booming retail investing space.
