Well-funded and established financial institutions continue to lead the robo-advisor market, with companies like Vanguard demonstrating staggering growth at large AUMs. Increasingly, traditional wealth advisors will be forced to lower their fees in response to this heightened competition. However, as large players continue to dominate, it will also become difficult for stand-alone robo-advisors to compete as they face struggles with client acquisition and generating brand recognition in the marketplace.
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