Investors ditch brand for price and simplicity in robo-adviser selection, research

According to the findings a mere 4% of investors said brand would have the most influence on their choice of robo-adviser. In contrast, more than a fifth (22%) opted for price or fees and 17% said ease of use would be the most important consideration in their selection. Third on the list was fee transparency, with 8% citing this as the most important factor. Lack of fee transparency had previously been highlighted as an issue by Boring Money. It reported just one of the 15 consumers tested could calculate the cost of investing £1,000, concluding robo-advisers were using over-complicat...