edelman.comvsfidelity.com

Fidelity edges out Edelman modestly on homepage messaging, 72 to 62. Here's where the gap comes from.

Fidelity is clearer about what it does (100 vs 46 on clarity). Fidelity's hero ("Invest today and plan for tomorrow") names something concrete, while Edelman's ("Our Expertise, Your Advantage") stays abstract. Fidelity has stronger CTAs (75 vs 57). Fidelity has a much stronger pricing page (100 vs 0). Edelman doesn't have a detectable pricing page at all.

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