What lesson does Angry Birds have for banking? In the case of online brokerages, it’s adopting the software industry’s long-standing tactic of giving away a product to develop a large enough base willing to pay for more.

The “freemium” model that transformed Rovio from a game developer into a $200 million entertainment company is what firms like FutureAdvisor are relying on to disrupt the traditional fee-driven model of wealth management.

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