Wealth Protect Plus：財富守護理財機器人之商業計畫書

Abstract

近年來，由於人工智慧以及大數據資料處理的技術不斷的精進，機器人理財這個新的名詞逐漸成為市場的寵兒，配合著2017年開始針對投信投顧事業服務的法令開放，越來越多相應的服務如雨後春筍一般出現在市場上。從台新銀行所推出的Richart乃至於王道銀行所推出的機器人理財2.0，不同的商業模式測試著台灣的理財市場對於相關服務的接受度。但實際在機器人理財的總管理資產的成長速度卻一直無法跟上國際的快速發展。 過去多年，台灣財富管理市場因著長期低利率的環境所造就出來特殊的產業特性以及客戶行為特徵，實際上導致了台灣理財市場實際上迥異於其他的歐美成熟市場國家的狀況，在目前的投資市場情境下，台灣的千禧世代投資人雖然生在數位的時代但對於機器人理財的接受程度卻不如預期。 本研究為了深入探討此問題，利用質化的客戶訪談方法欲從投資人的需求面重新定位機器人理財的價值主張，透過重新定義客戶痛點，欲尋找需求缺口進行商業計畫的撰寫。最終本研究歸結出目前千禧世代投資人除了積極投資的部位之外，在日常理財生活上尚針對財富累積以及飽熟投資較無概念，也因此萌生了Wealth Protect Plus的商業模式概念，期待利用跨平台帳務管理、日常記帳管理與保守投資管理三大項目解決客戶此痛點，進而在機器人理財的在地化、市場化作出貢獻。

After regulations regarding automated investment service in a trust platform had been put effective in 2017, robo-advisor had become a thriving new service in Taiwan that had encouraged lots of giant players such as CTCB/Fubon/Cathay/Taishin to enter the field. AI and big data had become a fancy word that represents innovation and advancement in financial industry. For the past two years, many of robo-advisory services had put in place to gain market share. However, the results was obviously not as expected. The market seems not really accepted the new concept of investment. The most interesting insight is that even the most digitized generation “millennials” are not comfortable with this automated investment solution. To have a deeper understanding on this issue, I conduct several in-depth interviews with the selected criteria to figure out the pain point that is not resolved in recent solutions. By using product-market fit to re-position the business, I introduce the new idea named wealth protect plus, which has three key features, cross-banking account summarization, daily automated spending tracking, conservative investments. I hope this paper can contribute some idea of robo-advisory service localization.