This Open Access book explores the rise of robo-advisory within the broader FinTech revolution, tracing its evolution from traditional human advisors to AI-driven platforms that democratize financial services. Robo-advisory technologies are part of a rapidly evolving financial landscape shaped by digitalization, disintermediation, and changing client expectations. This work examines the drivers behind this shift, including advancements in AI and data analytics, evolving investor demands for personalization and accessibility, and the cost and scalability pressures facing financial institutions. The book differentiates rule-based from AI-powered systems, highlighting how modern robo-advisors increasingly leverage machine learning, behavioural insights, and alternative data to offer dynamic and adaptive services. Emerging trends such as hybrid advisory models, behavioural nudges, ethical challenges surrounding algorithmic transparency, and inclusivity concerns are also addressed. Moreover, this work maps out key players and market trends, emphasizing regional variations, consolidation patterns, and niche market opportunities. A novel framework of six AI-driven business models is introduced to explain how robo-advisory is strategically deployed across incumbent and disruptive financial organizations. Ultimately, robo-advisory technologies serve as a lens to understand the future trajectory of financial services where AI, automation, and behavioural design converge to reshape how individuals engage with money, risk, and long-term financial planning.
Dr. Narmin Nahidi is an Assistant Professor of Finance at the University of Exeter, England. Her research spans corporate finance, fintech, behavioral finance, and neurofinance, with a particular focus on how technological change shapes financial decision-making. With over 23 years of combined academic and industry experience, Dr. Narmin has held research, consulting, and teaching roles across varied business and finance sectors. She is committed to preparing the next generation of finance professionals for the complexities of today’s global economy.
Dr. Alex Zarifis is a Lecturer in Information Systems and Business at the University of Southampton, England. He has previously held appointments at Paris Sciences et Lettres, Cambridge University, and the University of Manchester, and is currently a Research Affiliate of the Cambridge Centre for Alternative Finance (CCAF). Dr. Zarifis has also worked on EU- and UK-funded research projects at the Karlsruhe Institute of Technology (KIT) and Loughborough University. His research interests include trust, electronic business, artificial intelligence, blockchain, FinTech and InsurTech.
