fidelity.comvsvoya.com

Fidelity edges out Voya significantly on homepage messaging, 72 to 55. Here's where the gap comes from.

Fidelity is clearer about what it does (100 vs 82 on clarity). Fidelity has stronger CTAs (75 vs 0). Voya is better at saying who it's for (ICP: 55 vs 45). Fidelity has a much stronger pricing page (100 vs 0). Voya doesn't have a detectable pricing page at all.