A 'happy medium' between technology and humans: José Supico on bringing advice into the 21st century

'Humans better than robo-advice'

Hannah Godfrey
clock • 1 min read

In this week’s episode of The Pro Adviser Podcast, in association with Architas, AdviceFront CEO & founder José Supico tells Hannah Godfrey of his ambitions to bring advice “into the 21st century” using technology combined with human advice to help bridge the advice gap.

Former adviser Supico founded AdviceFront in 2015 after feeling frustrated he was unable to advise friends and family who did not meet the typical wealth criteria to be effectively served by financial advisers. He thinks the future of advice centres on a "happy medium" between technology with the belief human advice that is "far better than robo-advice" - something he believes is unlikely to have a future. Elsewhere, the Portuguese native discusses the difference between advice in the UK and advice on the continent. He believes consumers in the UK have it pretty good, suggesting advic...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

Reeves' rumoured ISA reforms risk 'harm' and diversification issues

Reeves' rumoured ISA reforms risk 'harm' and diversification issues

Concerns over rumoured £10k cash ISA cap and potential UK equity mandate

Sahar Nazir
clock 22 October 2025 • 5 min read
Rachel Reeves to launch National Insurance charge for LLP users - report

Rachel Reeves to launch National Insurance charge for LLP users - report

Part of plan to target the wealthy

Isabel Baxter
clock 22 October 2025 • 2 min read
Advisers confident in client work but less so when it comes to innovation

Advisers confident in client work but less so when it comes to innovation

Technology, markets and regulation remain ‘weaker spots’

Isabel Baxter
clock 22 October 2025 • 6 min read