What you need to understand about digital advisors

Want to learn about finance from the comforts of your own home? Read here to learn more about digital advisors, who can advise you on asset and money management from anywhere with internet access.

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In today's fast-paced world, many investors lack the time, knowledge, or skills necessary to research and manage an investment portfolio. In other cases, investors may simply lack the interest or desire to manage their own savings and investments.

In the past, investors generally had two options. They could pay a professional financial advisor to manage a portfolio of stocks, bonds, and/or mutual funds. Or, they could do their best to manage their own portfolio. Today, however, there is a third option: hire a "digital advisor."

Within the financial services industry, new technology is changing the way some people manage their investments. Rather than relying on a human financial advisor, investors who are digitally savvy and comfortable with a web-based relationship can manage their asset allocation and investment portfolios online, without ever speaking to an advisor.

A new category of online service providers—sometimes referred to as “digital advisors” or "digital advice providers"—has emerged in the financial services industry alongside traditional human advisors. Some of these firms are startups backed by venture capital firms, while others are new offerings from large and established players within the financial services industry.

How Digital Advisors Work

Rather than discussing your needs and goals with a human advisor, most digital advisor interactions are conducted online through a website. These websites will guide you through an online questionnaire to assess your current financial situation, risk tolerance, and financial goals. Digital advisor firms then use this information and their own proprietary profiling algorithms to develop and suggest an asset allocation, build a diversified portfolio, and manage it over time.

Some digital advisor firms will invest your money in a mix of exchange-traded funds (ETFs) and mutual funds. It's important to note that these firms generally invest in passively managed ETFs or funds, rather than funds that are actively managed. Some firms invest in a mix of individual stocks in separate accounts, although this option is less common. Once your portfolio has been constructed, your digital advisor will periodically rebalance it to maintain your target asset allocation.

Most digital advisors manage assets held within taxable accounts as well as IRA accounts. Within taxable accounts, some firms offer tax loss harvesting. This service generally involves selling a security that has experienced a loss to offset taxes on both gains and income in other positions. The sold security is then replaced by a similar one. The goal is to achieve a higher after-tax return for the customer.

Many traditional advisory firms have investment minimums of $250,000 or more, while minimums at digital advisors range from as low as $10 to $100,000. For this reason, these firms have thus far tended to attract younger investors who have not accumulated enough savings to hire a traditional advisor, or who may not need more sophisticated or personalized financial planning at this point in their lives.

Portfolio management fees at digital advisor firms may be significantly lower than what investors might pay a traditional broker or financial advisor. For investors with a long-term investment horizon of 30+ years, these lower fees could add up to thousands of dollars over time.

In addition to pure digital advisors, there is another type of offering that combines elements of the digital advisor model with access to a human advisor. Rather than simply relying on your responses to an automated questionnaire, these firms conduct a phone-based or video-based consultation to discuss your finances, goals, and risk tolerance, as well other details of your financial situation. If you become a client, these firms may also provide ongoing access to an advisor, usually via phone or video conferencing.

All digital advisor firms use their own proprietary algorithms to determine what they deem to be a suitable asset allocation for someone in your situation. Just as with human advisors, some firms may be more aggressive or less aggressive in their suggestions. Keep in mind that the suggestions will be based on the information you provide. So if you indicate that you have a high risk tolerance, the firm's suggestions will reflect that.

Is a Digital Advisor Right for You?

Many investors struggle to maintain a disciplined approach to investing. In fact, independent research firms estimate that the average stock investor's returns trail the stock market significantly. The primary reason is bad timing.

Individual investors often let emotions influence their investment decisions. This sometimes results in buying at market highs and selling at market lows. Therefore, investors of all ages who are seeking a disciplined approach to investing may want to explore whether a digital advisor or other type of managed account would be a good fit for their needs.

Keep in mind, however, that if you have a complex financial life that includes stock options, sophisticated tax planning, or estate planning issues, or if you value the ability to interact with a human advisor, a digital advisor may not be able to provide the personalized financial planning help you need.

A digital advisor may be right for you if you agree with these statements:
  • I am looking for help managing my investments and would like to benefit from the experience of a professional advisor
  • I am comfortable managing my investments online, with limited or no access to a human advisor
  • I am comfortable investing in a portfolio that may be primarily constructed of ETFs and passively managed index mutual funds
  • I am comfortable allowing a digital advisor to periodically rebalance my portfolio back to its target asset allocation
  • I am looking to reduce my current portfolio management fees in exchange for less human-led planning and support and more of a digital interaction model

Take the Next Step

If you agree with the statements above, you may want to consider a digital advisor solution. At Fidelity, we offer Fidelity Go℠, a simple, affordable way to invest online.

Learn more >

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Keep in mind that investing involves risk. The value of your investment will fluctuate over time, and you may gain or lose money.

Generally, among asset classes stocks are more volatile than bonds or short-term instruments and can decline significantly in response to adverse issuer, political, regulatory, market, or economic developments. Although the bond market is also volatile, lower-quality debt securities including leveraged loans generally offer higher yields compared to investment grade securities, but also involve greater risk of default or price changes. Foreign markets can be more volatile than U.S. markets due to increased risks of adverse issuer, political, market or economic developments, all of which are magnified in emerging markets.

Fidelity Go® is a service provided by Strategic Advisers, Inc. (SAI), a registered investment adviser and a Fidelity Investments company, and by Geode Capital Management, LLC, an unaffiliated investment adviser. This service provides discretionary money management for a fee.

Brokerage services are provided by Fidelity Brokerage Services LLC. Custody and other services are provided by National Financial Services LLC. Both are Fidelity Investments companies and members of NYSE and SIPC.

Fidelity Brokerage Services LLC, Member NYSE, SIPC, 900 Salem Street, Smithfield, RI 02917

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