Boring Money's Holly Mackay: RIP Nutmeg and robo-advice to boot

Nutmeg brand replaced with JP Morgan Personal Investing

clock • 3 min read

It feels like an opportune time to call the end of the robo adviser, writes Holly Mackay...

There comes a time in every parent's life when the teddies are packed away. Today is the day for Nutmeg, as the first robo adviser to gather scale in the UK is re-branded to JP Morgan Personal Investing. I remember sitting in my old Platforum office in 2011 when someone called Nick Hungerford bounded in, full of puppyish enthusiasm for his mission to democratise investing.  The following year, Nutmeg was launched and its animated teddy bears took to our screens. Robo advice was born in the UK. When we started to collect data at Boring Money back in 2015, Nutmeg had £150m assets und...

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

Friday Night Takeaway: It's the return of the banks

Friday Night Takeaway: It's the return of the banks

The news editor's Friday Night Takeaway from 10 July

Isabel Baxter
clock 10 July 2026 • 3 min read
Carla Brown on PFS/CII relationship reset and how chartered status is 'essential'

Carla Brown on PFS/CII relationship reset and how chartered status is 'essential'

PFS president and chair joins Professional Adviser in the studio

Professional Adviser
clock 10 July 2026 • 1 min read
FCA spotlights vulnerability in latest Consumer Duty review

FCA spotlights vulnerability in latest Consumer Duty review

Treatment of vulnerable clients still an area of improvement for firms

Sophia Panayi
clock 10 July 2026 • 2 min read