The ‘New Normal’ disrupted old routines and changed the way that we work. We wanted to know how this would impact client engagement, so we ran a comparison across all our data over the past year.

We started by looking at when professional investors are most digitally active. That is, when the most often engage with their emails and fund provider websites. The above figure depicts the contacts’ most active hours pre-COVID (Feb 2019 – Feb 2020) versus the ‘New Normal’ (Apr 2020 – present). It shows that the workday has “shrunk” with a later morning peak (10am versus 9am previously) and an earlier afternoon trough (1pm versus 3-4pm previously). During the ‘New Normal’, more contacts are engaging in the morning and fewer in the afternoon while taking shorter lunch breaks (with the lunchtime dip from 12-1pm versus 11am-1pm previously).