Robo-advisors first set their stake in the ground as “disruptors” of traditional financial advisors, claim that technology alone could be used to deliver asset allocation solutions even to small accounts at an AUM fee of just 0.25%. In response, a number of industry commentators, and many financial advisors themselves, began to raise the question of whether the traditional 1% AUM fee would inevitably have to be cut to compete.
Yet the latest industry benchmarking data shows no sign at all that advisors are cutting their AUM fees to compete against robo-advisors. In part, this may simply be because the consumers who work with robo-advisors are more likely to be Do-It-Yourselfers anyway, and not the Delegators who are typically engaged with advisors.
More substantively, though, the reality is that robo-advisors provide a very limited scope of “advice”, essentially focused on the construction of an asset-allocated portfolio based on the investor’s time horizon. By contrast, advisors are increasingly focused on a wider range of comprehensive financial planning services.
Which means the path to successful competition for financial advisory firms is not to cut their fees to try to "out-robo a robo-advisor" (which isn’t likely to succeed when robos are not even profitable themselves!), but instead to deepen their financial planning services as the “un-commoditizer” and differentiator that allows advisors to defend their 1% AUM fee as is.
Yet given that many financial advisors don’t actually offer very deep financial planning services now, the addition of new and deeper financial planning services will require hiring more staff and overhead. Which in turn, this suggests that in the coming years, the real growing pressure on advisory firms may not be cutting fees to compete against robo-advisor pricing head-to-head, but declining profit margins as advisors reinvest into the value-added financial planning services necessary to defend their existing 1% AUM fee!