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.