The boutique robo-advice market—i.e., firms that are independently owned and operated rather than a subsidiary of an incumbent financial institution—has evolved significantly since the launch of the first firm 15 years ago. This market now offers several flavors of financial products, distinct revenue models, and a clearly defined target persona.

This report examines the state of the market and its prospects for future growth. It is based on in-depth research interviews with seven leading firms in the segment to test hypotheses and elucidate market trends, as well as desk research.

Clients of Datos Insights’ Wealth Management service can download this report.

This report mentions Acorns, Axos, Bankrate, Betterment, Carta, Census Bureau,Certent, J.P. Morgan Chase, NerdWallet, Daizy, Envestnet, Federal Reserve, Green Dot, Instagram, Labor Department, M1, Malks MoneyLion, Morgan Stanley, nbkc, Netflix, Pathward, Redfin, Showtime, SigFig, SoFi, Stash, TikTok, and Wealthfront.