Vanguard Warns Clients to Hang Up and Log In, Or Else
What You Need to Know Vanguard is warning clients their accounts could be terminated for excessive use of phone support and adding a fee for phone trades. The firm hasn’t defined the criteria for excessive phone use, a critic says. Vanguard calls its digital channels secure, efficient and effective. Vanguard Group’s aim to steer brokerage customers toward online engagement rather than phone contact became clearer recently when the firm warned that, come Monday, too many calls could lead to account termination. This change, taken with recently announced fee additions at Vanguard Brokerage Services, has raised questions from some critics who wonder if the giant asset manager is straying from its foundational low-cost, customer-centric orientation. Cost savings for Vanguard do factor into the changes, according to two experts. Vanguard’s new brokerage account agreement says the company expects clients to primarily use digital channels for interactions and communications regarding their accounts, including e-delivery, the Vanguard website and mobile app, instant chat and a secure message center. Vanguard specifically says it expects customers to use the website, mobile app or automated answering system for activities like checking balances, placing trades and requesting quotes. The changes are effective Monday. “You understand that excessive reliance on our phone...