Marilyn Cole: The real competitive threat from the robo-advisers

Host of challenging questions

clock • 4 min read

Some advice firms are beginning to believe robo-advisers may not offer a genuine competitive threat to their business models - but, wonders Marilyn Cole, are they certain they are looking in the right place?

Independent ‘robo' businesses are now launching in such numbers as to be almost considered a sector in their own right. In general, these firms have been referred to as ‘robo-advisers', although many are not very happy with the name as, among other things, they believe it could put off investors. It could also be leading the rest of the market, including financial advisers, to misconstrue the competitive threat. A recent debate involving three of the robo businesses and hosted by consultancy the Lang Cat saw firms such as Nutmeg, Scalable Capital and Wealthify putting the emphasis muc...

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