Brooke Southall

Oh please, these 30-second ads are hilarious! Way better than Tommy Lee Jones promising you you’ll never run out of money…..

But what are people expecting – a human to introduce a robo-service? How novel that the service introduces itself.

I struggle with the limited thinking of some reporters but yet how creative some ads can get. Let’s be honest, the ad industry in American is severely lacking – Schwab Blue even uses a British accent to bring it credibility. (Having one of those myself, I can see their reasoning).

I think it’s time for people to lighten up and see what difference Blue can make. But then again “haters gonna hate”.

The commercials are dumb! It reminds me of something from the 80’s. They need a better marketing team at Schwab. I love the idea and the solution, just not the commercials. It doesn’t get the point across as to what it is and what it does. Just my opinion.

Trade publication critiques the inhumanity of Schwab's robo advertising

David Giantasio: ['Blue' explains its mission] in measured tones that make me believe it would really rather kill all humans!

Schwab

Schwab Intelligent Portfolios

AdWeek

Jonathan Craig

David Giantasio

Stripped down to its essentials, financial advice is a fairly straightforward proposition. Done well, a highly ethical individual stewards the assets and actions of an investor in a personal and professional interchange.
 
But now a vibrant new class of entrepreneurs is staking their fates and their fortunes on the premise that financial advice can be delivered in a better, cheaper, easier, more ethical, more transparent manner and, as a bonus, in a way more devoid of human annoyance on both ends of the transaction.
 
Cue the robo-advisors, arguably a callous misnomer for automated asset management. 
 
The prototypical robo-advisory entrepreneur has more brands on his or her resume than NASCAR. The bona fides of these industry upstarts often include Ivy-level colleges and MBA programs at Harvard or Stanford. They are often flush with IPO dollars realized at concerns like LinkedIn, Facebook, eBay, Amazon  and Microsoft. 
 
Robo-folk believe that technology is not an enabler of advice but rather, if engineered correctly, advice itself in digital form. 
 
And, they believe the best solutions originate in Silicon Valley or academia, not Wall Street. Robo-entrepreneurs are white-boarding the whole business model, culture and technology from scratch in the conviction that little can be learned from a legacy advice system still rooted in an investment banking culture acting under the core premise that if stockbrokers get rich some of the good effects will trickle down to clients – with the clients none the wiser. 
 
Robo-advisors are a scintillating topic for students of the advice game as they grow by hundreds of millions in assets every month, constantly evolve their business models and receive cash infusions from ever-larger swaths of venture capitals.
 
Throw in the fact that robo-advisors have yet to see a dime in profits -- and won’t in the foreseeable future -- and you have real intrigue. 
 
RIABiz has avidly covered the fast-evolving robo-advice phenomenon and will continue to do so. We present the growing body of articles here.

Robo-Advisors

AdWeek notes the Blue's oh-so-calm, 'kill-all-the-humans' voice

Trade publication critiques the inhumanity of Schwab's robo advertising

Dave Grant

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Trade publication critiques the inhumanity of Schwab's robo advertising

Dave Grant

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RIABiz Directory

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