機器人理財顧問對金融業之挑戰與機會

Abstract

機器人理財顧問(Robo-Advisor)為數位金融風潮下發展較為成熟的產業，並且創造出傳統財富管理市場無法提供的服務。本研究分為兩大部分，第一部分為針對美國最大的科技智慧理財業者Betterment進行案例分析，探究其打敗勁敵Wealthfront的關鍵因素與分析未來我國在機器人理財顧問產業發展上所能學習效仿之處。第二部分為藉由UBS Smart Advisory案例分析剖析金融業採取的應對之道，衍生出嶄新的機器人理財顧問商業模式，以及整體財富管理產業未來的發展趨勢。 本研究認為由金融業者所提出的人機結合商業模式將較具競爭力，同時將逐步取代傳統資產管理之純自然人模式。科技業者由於缺乏專業顧問服務將被理財市場視為劣等財，客戶資產之質量均不若金融業者。

Robo-advisor is a mature region of FinTech industry, It can also provide the service that traditional wealth management can’t not provide. There are two parts of this paper, first part is focusing on Betterment which is the biggest robo-advisor in American, we try to find out the key reasons how Betterment beat its strong enemy Wealthfront and what we learn from this case for our country in the future. Second part is studying strategies of finance industry to defend robo-advisor by UBS Smart Advisory case. These strategies create the new business model of robo-advisory. Finally we also discuss the future trend of wealth management industry. We found that business model proposed by finance has more competitiveness, and it is going to replace the pure natural person model of traditional wealth management. Lacking of the professional consulting services, robo-advisor based of tech is considered to be the inferior goods, finally its clients and managed assets are second-class.