Since the spring of 2015, nearly all of the major U.S.-based hybrid brokerage firms have introduced proprietary digital advice solutions or announced plans to do so soon. Meanwhile, several of the largest full-service firms are partnering with digital advice providers like BlackRock/FutureAdvisor to provide either their clients or advisers access to automated advice platforms. The robo moment has clearly arrived.

As firms and advisers look to adopt and market automated digital advice services, it’s important that they understand who the potential early adopters are. To that end, we analyzed our proprietary 2016 investor survey data to create a profile for the type of investors that find robo advice appealing.

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