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Robo-Advice 2.0: The Next Generation

No new trend or development in the world of wealth management could have attracted more discussion, printed words, or conference speeches than Robo-advice. Hailed as the new era in providing investment advice on a large scale to the emerging, digitally savvy generation, Robo-advice has spawned new names in this most traditional of markets. Betterment, Wealthfront, Nutmeg, and others have emerged in recent years offering simple, engaging user interfaces, automated advice via algorithms and low fees. But already we are starting to consider how the next generation of such services will develop as the market matures. What is clear is that successful Robo-advice 2.0 services will focus not on the technology, but on the underlying investor and their very human needs. The key to successful proposition development continues to be a clear focus on the needs of the consumer, not on the clever technology. We believe this focus must be on three critical elements: an offer which is meaningful and relevant at all stages of the customer lifecycle, a cost structure that is transparent and low relative to traditional advice services, and genuine simplicity (in language and process) throughout. If Robo-advice is to transform into a truly mainstream and global form of digital advice, Robo-advice 2.0 must create personal, relevant, and differentiated services for real people.