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Bloomberg.com is reporting that ETrade is now launching their robo-advice

Bloomberg.com is reporting that ETrade is now launching their robo-advice.

  1. It looks like they are positioning as “partial human touch” where users can communicate with an actual person, if they want to.
  1. Looks like they will be using at least some actively managed funds, which is not the norm for robo advisors these days.
  1. Looks like they will make tactical adjustments to the portfolio based upon market conditions. This could be a big differentiating factor depending on how aggressive they are with that (could be positive or negative).
  1. Otherwise, it looks like they will be relying heavily on branding for adoption…and smart digital marketing, of course.
  1. I just walked through the onboarding process and they subject you to a 9 question risk tolerance questionnaire. I don’t think they will have much success moving people through that process. Very pleasant UI, though (but it looks like it is a desktop-first design).

Link to web site: https://us.etrade.com/investing-trading/guidance-advice/adaptive-portfolio