What’s behind Comdirect’s new investing world?

Comdirect is currently celebrating its 30th anniversary. Now the direct bank of the Commerbank Group, which has been looking for its niche between traditional banking brands and digital banks for years, has presented a new world of investing. On the one hand, this is about simplifying the entry into investing, as neobanks and investor portals have been propagating for years, but also about improving the range of services when it comes to investing. But is this more than just a product and landing page strategy?

DAs a brand of Commerzbank AG, Comdirect will now offer customers an improved and expanded range of products and services in the securities sector. This includes the expansion of the 0-euro ETF campaign from the previous 250 to over 550 exchange-traded funds, which customers can now purchase in the savings plan for three years without any order fees. For the first time, active ETFs are also represented in larger numbers on offer – an investment category that traditionally has more scope for discounts than with strictly rule-based ETFs. In addition, the fees for the one-off investment, which were previously charged at EUR 3.90, were also abolished for this campaign. There is another innovation in the area of ​​securities savings plans: Customers now have over 10,000 savings plan-compatible products available, which can be saved from a savings rate of 1 euro.

In addition, the Quickborn-based company has revised the investment section of the website with the aim of simplifying investors’ access to securities savings. We are talking about improved user guidance and optimized navigation as well as assistance and instructions. For this reason, the entry area of ​​the pages has been restructured and is divided into three options: the fully comprehensive robo-advisor Cominvest, with which you can invest money after selecting the appropriate investment strategy, the portfolio planner, which provides a structured solution based on your own risk It helps to build an ETF or fund portfolio that matches your return expectations.

Reduction in product pages – but more videos

The third option is the investment ideas for self-decision makers, which should provide a good basis for decision-making for both beginners and customers with an affinity for securities. There is further information about each securities product, for the first time in the form of a video, to support those interested in making their decision. According to the company, the contents of the pages have been newly prepared. At the same time, the number of product pages has been significantly reduced to improve clarity. The aim of all measures is to provide information that is easy to understand.

As a tour guide, the new investing world shows you the way to a suitable investment. At the same time, we want to support customers by providing them with helpful content, empowering them to make the right financial decisions. We want to make their banking and stock market transactions as easy as possible.”

Björn Andersen, Head of Brokerage at Comdirect

Everything is finished, but apparently not yet. In the coming year, the new investing world will be gradually expanded to include additional useful functions.

But Comdirect has a structural problem: it has grown in different directions over the years of its existence and has a less concrete USP than many other platforms. It is doubtful whether a pure landing page strategy is part of sharpening or redefining the brand core. At best, you can attest that it has many things under one roof – but that doesn’t really qualify as a clear positioning.tw