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

HMRC social media scam report email used just three times

HMRC social media scam report email used just three times

‘Dispiriting’ figure suggests public knowledge gap on fraud reporting

Jen Frost
clock 20 July 2026 • 5 min read
Feel Good Friday: Nine Edge Wealth sponsors young Scottish boxer

Feel Good Friday: Nine Edge Wealth sponsors young Scottish boxer

Sponsors Lara Brown

Professional Adviser
clock 17 July 2026 • 1 min read
Women's Wealth Alliance launches careers guide to attract more women to personal finance profession

Women's Wealth Alliance launches careers guide to attract more women to personal finance profession

Aimed at women at different stages of life and careers

Professional Adviser
clock 16 July 2026 • 3 min read