Last week Schwab announced the release of a new "robo" service, called Schwab Intelligent Advisory. And while the announcement was met with little attention from financial advisors, this announcement is a much bigger deal than most advisors and industry commentators have given it credit to be.
In this week’s #OfficeHours with @MichaelKitces, my Tuesday 1PM EST broadcast via Periscope, we explore what Schwab Intelligent Advisory really is, why it's not a robo, and why that actually means Schwab Intelligent Advisory is even more of a real threat to independent RIAs.
Because while the media instantly dubbed Schwab Intelligent Advisory as a "robo" service, it is actually much more. Schwab Intelligent Advisory provides comprehensive financial planning plus investment management, delivered by real CFPs, who are available 24/7, at a cost of just 28 basis points, and an account minimum of just $25,000.
In other words, Schwab Intelligent Advisory is truly designed to be a mass affluent financial planning and investment management solution. Schwab is clearly looking to compete with Vanguard's Personal Advisor Services (undercutting their 30 basis point cost), but Schwab Intelligent Advisory won't only be a competitor to Vanguard. Instead, the reality is that Schwab will be a threat to any advisor serving the mass affluent market – which is most of us in the independent RIA community!
Realistically, Schwab's intention is certainly not to go directly after the clients of advisors who utilize their custodial services - more likely Schwab sees an opportunity to fill the void when headcounts drop after salespeople can't meet DoL fiduciary - but one way or another, Schwab's marketing message is going to reach mass affluent investors, who will realize Schwab Intelligent Advisory's services look an awful lot like their existing advisor's (but at a much lower cost!).
Schwab's announcement is also bad news for robo-advisors, but potentially great news for the CFP Board. Disregarding Vanguard Personal Advisor Services (which isn't truly a robo), Schwab Intelligent Portfolios is currently the largest robo-advisor with more than $10 billion in AUM. That means that despite already being the largest robo, Schwab is shifting their attention towards a more comprehensive model that can actually take business away from other advisors, suggesting that when Schwab looks at its robo data, it sees the real opportunity isn't a pure robo after all! Fortunately for the CFP Board, if Schwab (and competitors) are successful, they are going to be hiring hundreds of CFPs, and continuing to drive demand for the designation as firms require their employees to pursue it.
Ultimately, the emergence of models like Schwab Intelligent Advisory will benefit consumers, but advisors must acknowledge that for anyone serving the mass affluent (which is most of us!), the marketplace is about to become much more challenging, and the crisis of differentiation is just going to keep getting worse.