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Do ‘Robo Advisers’ Sell a Product or a Service?

By Karen Damato

Do technology-based “robo advisers” primarily offer souped-up investment products or services that can include calming nerves and motivating people to save more money?

The product/service continuum is one way to think about the new wave of offerings and what they will mean for consumers and the financial-services landscape. The answer can vary from one robo firm to another, as well as in the perceptions and needs of different users.

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This article originally published June 18th, 2015 on WSJ.