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The ironic reason robo-advisors aren't gorging on assets -- a determination to dictate bloodlessly to millennials

Whether you're talking B2B or B2C, the eRIA robo-advisor website personae are dull, disconnected and trying too hard to act grown-up

Author Brooke Southall March 15, 2016 at 9:31 PM
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Robo-advisors are supposed to reach millennials but their automation carries over into the persona of their websites.


Jack Waymire

Jack Waymire

March 21, 2016 — 3:52 PM

Financial advisor websites are supposed to convert visitors into prospects based on content and free offers. 82% of advisors, in a Paladin survey, say that is not happening. Robo website are supposed to convert visitors into clients using a higher level version of the same strategy. There is no data that show the conversion rates of Robo websites. Based on the lack of success of advisor websites (includes human contact) I suspect the Robo sites (w/o human contact) are struggling for many of the same reasons.

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