JPMorgan Chase Enhances Mobile Investing App with Bond Trading Features

JPMorgan Chase & Co., the largest bank in the United States by assets, is set to enhance its mobile investing platform by introducing new features that will allow users to research and purchase bonds and brokered certificates of deposit (CDs). This announcement, made on June 20, 2025, marks a significant step in the bank's strategy to position itself competitively within the online brokerage sector, traditionally dominated by firms such as Charles Schwab, Fidelity, and E-Trade.

The introduction of these features aims to cater to a growing demographic of self-directed investors who seek a more seamless experience in managing their investments. According to Paul Vienick, the head of online investing at JPMorgan's wealth management division, "Our goal was to create an experience that makes it extremely simple for clients that want to buy fixed income. We’ve taken that exact thought process for the simplicity of buying stocks and ETFs and moved that into the fixed-income space."

JPMorgan's mobile app will now allow users to customize their screens and compare bond yields all within the same platform that they use to check their account balances. This move is particularly significant considering that the bank's online investing efforts have historically lagged behind its competitors. As of recent reports, JPMorgan has seen a steady increase in assets under management, surpassing $100 billion, yet this figure remains modest compared to its online brokerage counterparts.

Historically, JPMorgan launched its first foray into the online investing space in 2018 with the introduction of a free-trading service known as "You Invest." However, the initiative did not resonate with investors as anticipated, leading to a rebranding and a renewed focus on developing a more robust self-directed investing platform. Jamie Dimon, the bank's CEO, expressed his candid assessment of the initial product, stating, "We don’t even think it’s a very good product yet," during a financial conference in 2021. In response to these challenges, JPMorgan made strategic hires, including Vienick, who has experience at firms such as TD Ameritrade and Morgan Stanley, to spearhead improvements in their online investment offerings.

As part of its growth strategy, JPMorgan is also targeting affluent households, where it currently banks half of the country’s 19 million affluent families but only captures 10% of their investment assets. This is in light of a broader industry shift recognizing the necessity of providing advanced online tools to attract and retain customers, particularly as many investors prefer to manage their investments independently alongside traditional advisory services.

Looking ahead, JPMorgan aims to expand its offerings further by enabling users to execute after-hours stock trades, thereby enhancing the overall functionality of its investment platform. The bank is also incentivizing users with promotions, including cash bonuses for transferring funds to its self-directed platform.

Vienick remains optimistic about the future of JPMorgan's self-directed business, projecting it could evolve into a trillion-dollar segment. He emphasized the importance of hard work and delivering on client expectations to achieve this goal. As the bank continues to innovate and expand its services, it is poised to compete more vigorously with established online brokerages, leveraging its extensive branch network and strong financial standing under Dimon's leadership.

In conclusion, JPMorgan Chase's latest enhancements to its mobile investing app signify a strategic initiative to capture a larger share of the self-directed investing market. By integrating bond trading features and improving user experience, the bank aims to solidify its position as a formidable player in the evolving landscape of online finance.