Scaling up robo-advice: Lessons from online supermarkets

Note the similarities between this business model and an online supermarket (online retailers). Discounting other factors, such as distribution logistics and differences in regulations, the fundamentals are the same: a commoditised online offering with no'human touch' at the point of sale. Even consumer demographics are similar – young, tech-savvy professionals, looking for cheaper, easy-to-use and anytime/anywhere self-service options. Online supermarkets use extensive segmentation analysis and branding to acquire and retain customers. A seamless integration of data, analytics and technology enables a personalised shopping experience.