ameriprise.comvsfidelity.com

Fidelity edges out Ameriprise modestly on homepage messaging, 72 to 60. Here's where the gap comes from.

Fidelity is clearer about what it does (100 vs 31 on clarity). Fidelity has stronger CTAs (75 vs 50). Fidelity is better at saying who it's for (ICP: 45 vs 0). Fidelity's targeting is decent, while Ameriprise's is absent. Fidelity has a much stronger pricing page (100 vs 70).

Ameriprise uses a "Community / Movement" positioning while Fidelity goes with "Price / Value Leader" — fundamentally different approaches to winning the same buyer.