最有看点的互联网金融门户

最有看点的互联网金融门户
国际资讯基于互联网平台的金融业务

反其道而行,智能投顾平台Betterment锁定高净值投资者

国际资讯基于互联网平台的金融业务

反其道而行,智能投顾平台Betterment锁定高净值投资者

花旗集团可能认为,相比于自动投顾服务,高净值用户可能还是更青睐收费高昂的理财经理服务。不过智能投顾平台Betterment却不这么看。

Betterment成立于2008年金融危机后。这次,Betterment决定转变策略,将高净值投资者也变为平台用户。

说来其实也不是巧合,毕竟近几年来,包括先锋集团、嘉信理财和摩根大通等传统金融巨头都开始纷纷涉足智能科技投顾服务市场。也就是说,智能投顾这个市场其实正在迎来快速成长,而Betterment要做的就是尽可能扩大市场占有率。

就在去年,花旗集团曾经通过旗下风投部门投资了Betterment。而其调研报告也显示,未来高净值投资者可能会慢慢地转向智能投顾服务。

Betterment表示,其实目前平台已经出现了一批理财金额超过1000万美元的用户。对于本次策略转变,Betterment表示将会增加更多的专有产品。虽然Betterment没有透露平台现有多少授信投资者被允许进行对冲基金等复杂投资的账户,但是总数应该占Betterment账户总数的10%左右。

其实,这也是Betterment本年度第二次的发展良机。就在今年早些时候,该平台推出了一个全新的计费方式,同时增加了更多认证财务顾问,希望在未来5到10年吸引更多的富裕、年轻用户。

Citigroup Inc. doesn't think its richer customers will drop their high-priced money managers in favor of automated investing, but Betterment is betting it can prove the big bank wrong.

The robo-adviser — the largest of the independent digital advice startups that popped up after the 2008 financial collapse — has overhauled its entire brand. The shift in marketing and advertising strategy is aimed at attracting more affluent customers just now becoming aware of the option.

It's also not a coincidence that Betterment's pivot comes as more traditional players such as Vanguard Group Inc., Charles Schwab Corp., and even JPMorgan Chase & Co. are starting to use more technology when offering investment advice.

In other words, the robo-adviser pie is about to expand, and Betterment wants to make sure it gets a bigger piece.

"These are fundamental decisions about who we are as a company," founder and CEO Jon Stein said in an interview. "We're attracting a lot of affluent customers already, but I think our voice — as we speak to that person — has to show we are established."

Late last year, Citigroup, which has invested in Betterment through its venture capital arm, sent clients a research report voicing skepticism about just how large assets under management could grow for robo-advisers when it comes to wealthier individuals.

"Higher net-worth or more sophisticated investors will, in our view, always demand face-to-face advice," wrote Citi analysts led by Ronit Ghose.

But Betterment says that's not the case, explaining it already has a number of customers with more than $10 million under management each.

On top of its redesign, the firm is thinking about adding access to more exclusive products. "People do want access to alternatives, and that's something we see demand for among the mass affluent," Mr. Stein said. Betterment doesn't disclose how many of its accounts are held by accredited investors (who would be allowed by regulators to participate in complex investments such as hedge funds, venture capital, or private equity) but said it's well more than 25,000 of its 250,000 customers.

Some on Wall Street are already moving to stake a claim. Although JPMorgan CEO Jamie Dimon didn't say last year how much money the bank has put into building its robo-adviser, he did say that roughly $600 million was devoted to "emerging fintech solutions" and that technology is an extremely important part of the company's future strategies.

For Betterment, this is the second big change in 2017. Earlier this year it introduced a new fee structure and added more certified advisers, also in an attempt to draw in wealthy customers as well as younger individuals who will have major financial decisions to make in the next five to 10 years, such as buying a home.

While affluent individuals are a big part of this new push, the firm said that its mission is still to attract people spanning the financial spectrum, and that was a part of the research process that went into the redesign.

"We looked at people across the range in age and income," said Elyssa Gray, vice president in charge of brand at Betterment. "Regardless of the level of experience or the amount of money they had, there were a number of common denominators when it comes to financial services." A big part of that was taking out financial jargon the firm said irked some customers.

"We heard over and over again: 'Start talking to us like a person,'" said Sarah Kaufman, director of brand and content. "It's really about how we are telling this story, too, not just the design."


用微信扫描可以分享至好友和朋友圈

扫描二维码或搜索微信号“iweiyangx”
关注未央网官方微信公众号,获取互联网金融领域前沿资讯。

发表评论

发表评论

您的评论提交后会进行审核,审核通过的留言会展示在下方留言区域,请耐心等待。

评论

您的个人信息不会被公开,请放心填写! 标记为的是必填项

取消

又一家苏格兰大学推出金融科技加速器项目

高旭 | UNIVERSITY... 8小时前

致力发展金融科技,新加坡再推两大革新措施

渺渺 9小时前

阿布扎比联合酋长国推出数字沙盒监管计划

高旭 2天前

非洲小额贷款平台Jumo获5200万美元融资,从新加坡切入进军东南亚市场

Jon Russel... 2天前

Yoco:非洲金融科技值得关注的一颗新星

栀航 2天前

版权所有 © 清华大学五道口金融学院互联网金融实验室 | 京ICP备17044750号-1