Fidelity Investments has started testing virtual reality (VR) technology in its call centers to help customer service representatives empathize with stressed clients. In the competitive financial market, millennial investors expect top-notch customer service. Therefore, financial companies are seeking new ways to improve interactions. Fidelity Investments' innovation department, Fidelity Labs, announced that it is equipping call center staff with VR headsets to better understand clients' experiences and handle incoming calls. Fidelity Investments claims to be the first financial company to test this technology, hoping to increase empathy among call center representatives. The VR system used by Fidelity is based on Google VR headsets. When customers calling for assistance regarding account withdrawals, the system can activate and theoretically enable customer service representatives to better understand their clients' difficulties, thereby expressing more empathy and showing a greater willingness to seek solutions. Fidelity Labs' Vice President Adam Schouela stated that, through a partnership with VR training company STRIVR, employees who handle customer calls will receive empathy training. This training will immerse them in virtual call centers, helping them understand the impact on listeners. The training will enable Fidelity employees to assist clients in real-world scenarios by experiencing the environment, facial expressions, and perspectives of clients. Although simulations have been used for training in various industries, Schouela believes that VR provides a tool for building empathy in this kind of experience. Fidelity Investments is no stranger to VR technology, as it developed a human resources application for tracking retirement plans in 2016 and a VR application for tracking investment portfolios for Oculus Rift users in 2014.