The Evolution of US Robo-Advisors

How Innovative Players Can Distinguish Their Offerings to Capture New Users

About This Report
Ranks of new customers are dwindling, jeopardizing US robo-advisors' ability to attract new wealth. This report details how robo-advisors can expand into new products and services to boost customer acquisition and revenues.
Table of Contents

Executive Summary

Ranks of new customers are dwindling, jeopardizing US robo-advisors' ability to attract new wealth. A way forward for robo-advisors is to expand into new products and services.


  • How much will newly opened US robo-advisory account numbers grow through 2025, and what’s driving it?
  • What challenges and opportunities must US robo-advisors anticipate and address?
  • How can robo-advisors capture new users?

WHAT’S IN THIS REPORT? A dive into the strategies that innovative robo-advisors can implement to overcome shrinking account holder growth, as well as boost revenues and customer acquisitions.

KEY STAT: Competition for new US robo-advisor account holders will heat up with growth declining 7.8 percentage points this year and plummeting to single digits by 2024.

Here’s what’s in the full report


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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Introduction
    4. Definitions and Scope
    5. The US Robo-Advisor Landscape
    1. Plummeting Account Holder Growth Threatens Revenues
    2. What’s in Store for US Robo-Advisors?
    3. Growth Vectors Remain for Innovative Players
    4. Strategies to Stand Out and Lure New Users
    5. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Brian Concannon
    Head of Vanguard Digital Advisor and Mass Affluent Advice
    Interviewed February 16, 2022
    David Goldstone
    Backend Benchmarking
    Manager, Research and Analytics
    Interviewed February 16, 2022


    Michael Tattersall


    Tyler Brown
    Senior Analyst
    Eleni Digalaki
    Principal Analyst
    Daniel Ramirez
    Researcher, Financial Services
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