January 2015: Note that this was the first instance of “robo adviser” I used on FPPad to refer to the automated advice investment providers emerging in 2011 and early 2012, but it’s not the first utterance of the term according to this Business Insider article.
If you don’t know already, your business is being targeted by online, low-cost financial advice and investment platforms.
Witness the advent of startups and applications like Personal Capital, Wealthfront, LearnVest, and more last year. Some advisers may have dismissed these platforms as “robo advisers,” which will never match the personal attention and relationship a human being can deliver.
While a compelling proposition, I don’t think that dismissing the competition is a wise strategy for advisers. I’m not alone in this line of thinking. Just this week, Alex Murguia, managing principal of McLean Asset Management and CEO and founder of inStream Solutions, said pretty much the same thing.
In an interview for Financial-Planning.com, Murguia had this to say:
While they [online advice platforms] are not currently a direct threat, they are becoming more popular and have significant financial backing. In addition, many advisors are doing themselves a disservice by just providing “set it and forget it” model portfolios. Could you blame consumers for not fully understanding the true value of independent financial advice, in this context?
Competing Against Robo-Advisers
So you want to adapt and separate yourself from the robo adviser competition. Where to begin?
Here is a session from the 2012 Technology Tools for Today conference (T3) held at the Hilton Anatole in Dallas, TX. I moderated a panel discussion featuring Murguia as well as John Prendergast, CEO of Blueleaf on this exact issue. The session is titled Competing Against Robo Advisors: Delivering Advice in a New World and it delivered several gut-checks as you think about where your business is headed in the next five years.
Here is Part 1 of the session:
Here is Part 2:
