Robots Are Here: The Rise of Robo-Advisers in Asia Pacific
Robots Are Here: The Rise of Robo-Advisers in Asia Pacific
Introduction
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Robots are here |
The rise of robo-advisers in Asia Pacific
Buoying the rise of these technology companies is a new generation of digitally-savvy investors. Accustomed to
client-centric platforms in their everyday lives, these investors possess a global mind-set, and place a much greater
emphasis on value propositions, regardless of their service provider. As a result, we are witnessing five digital
disruption trends in the wealth management landscape in Asia Pacific, which are in turn underpinning the rise of
robo-advisers in the region (see Figure 1).
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Robots are here | The rise of robo-advisers in Asia Pacific
Digitally-savvy investors
Globally, a new generation of digitally-savvy, self-directed investors has emerged. Although Millennials and Generation Z investors
tend to possess higher digital propensities, these investors are not limited to a single wealth or age group (see Figure 2). With their
relentless expectations for client-centric offerings, investors from every wealth and age group are increasingly adopting digital
sales channels for their banking needs. Indeed, some investors may even have a preference for technology giants over traditional
banks.
Birth year
After 1999 1980-1999 1965-1979 Before 1965
• 100% digital natives • Highly technically • Quick assimilation of • Technology has small
capable technology impact on daily life
• Strongly influenced by during childhood
• Technology is integral • Technology has large
Digital
social media • Technology adoption
• Early adopters of impact on day-to-day life
propensity • Reliant on Internet only in selected areas
technology • Preference for personal
research and social • Preference for human
media opinions • Reliant on Internet contact for important
research decisions intervention and
long-term rapport
• Social media-oriented
Percentage
of global 30% and growing 28% 20% 22%
population
1 “The Pictet Group Annual Review”. The Pictet Group. 31 December 2017. https://static.group.pictet/sites/default/files/2018-04/Pictet_AR2017_PDF_DE_Mobile.pdf
2 “Market dynamics relevant to UBS”. Deloitte. 2018. https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Financial-Services/gx-fsi-dcfs-2019-
investment-management-outlook.pdf
3 “Millennium Development Goals Indicator”. United Nations. July 2015. http://mdgs.un.org/unsd/mdg/default.aspx
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Disruptive technology
From banking and payments to private banking and asset management, technology giants are entering
the financial services industry on many fronts. Leveraging their sizeable platforms and global networks,
they have unprecedented access to many traditional wealth management clients, and pose a formidable
challenge to existing players with their breadth and depth of knowledge in areas such as artificial
intelligence (AI), blockchain, and robo-advisory. Within Asia Pacific, technology giants are increasingly deploying robo-
advisers in their foray into wealth management (see “Beating the competition with robo-advice in China”).
With competition from large FinTech companies, such as Ant Financial and Lufax, heating up, traditional
financial institutions are also developing their own robo-advisers, either on their own or in collaboration with
other technology players, such as Xuanji or MiCai6.
For instance, Ant Financial’s Caifu Hao is an AI-powered technology platform that enables fund management
companies to make wealth management services more accessible to ordinary users. 27 fund management
companies have seen tangible benefits since setting up their Caifu Hao accounts: they have been able to
increase their operational efficiency by 70%, while reducing their overall costs by 50%7. In addition, they
have seen a tenfold increase in the number of daily visitors, a threefold increase in the amount invested by
returning investors, and an 89% increase in the holding period among all investors8.
4 “Chinese banks, brokers eye robo advice for edge on competition”. Reuters. 27 April 2017. https://www.reuters.com/article/us-china-
wealth-management-roboadvisors/chinese-banks-brokers-eye-robo-advice-for-edge-on-competition-idUSKBN17T08P
5 “Chinese banks, brokers eye robo advice for edge on competition”. Reuters. 27 April 2017. https://www.reuters.com/article/us-china-
wealth-management-roboadvisors/chinese-banks-brokers-eye-robo-advice-for-edge-on-competition-idUSKBN17T08P
6 “Chinese banks, brokers eye robo advice for edge on competition”. Reuters. 27 April 2017. https://www.reuters.com/article/us-china-
wealth-management-roboadvisors/chinese-banks-brokers-eye-robo-advice-for-edge-on-competition-idUSKBN17T08P
7 “Ant Financial to share full suite of AI capabilities with asset management companies”. Reuters. 27 April 2017. http://fintechnews.
hk/5535/roboadvisor/ant-financial-to-share-full-suite-of-ai-capabilities-with-asset-management-companies
8 “Ant Financial to share full suite of AI capabilities with asset management companies”. Reuters. 27 April 2017. http://fintechnews.
hk/5535/roboadvisor/ant-financial-to-share-full-suite-of-ai-capabilities-with-asset-management-companies
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Robots are here | The rise of robo-advisers in Asia Pacific
In the near future, however, we are likely to witness the traditional wholesale distribution channel become
increasingly disintermediated, as independent asset managers continue to build D2C offerings, for example, on their
own platforms with the use of robo-advisory technology. Technology giants may also become alternative distribution
platforms for asset managers, who are keen to leverage the former’s direct, global access and reach, as well as deep
relationships with private investors (see Figure 3). The rate of this development, however, will depend on the various
compliance requirements and distributor relationships that exist within each market.
Current
A
Private Private Asset managers rely heavily on the
banks investors A relationships private banks have
C with their private investors
Technology players provide basic
B banking services to private investors
B
Potential shifts
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Portfolio construction
Cash flow and portfolio monitoring
Alerts and rebalancing
Advisory
Reporting
Education
Accounting
Low High
Human effort
9 “Wealth management digitalisation changes client advisory more than ever before”. Deloitte. June 2017. https://www2.deloitte.com/content/dam/Deloitte/de/
Documents/financial-services/Wealth%20Management%20Digitalization.pdf
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Robots are here | The rise of robo-advisers in Asia Pacific
Developed in partnership with a local FinTech start-up, WeInvest, RoboInvest uses algorithms to monitor each
portfolio automatically and periodically re-balances assets if there are economic and market movements
that impact the portfolio. Investors are also able to monitor their investments through a dashboard, and can
withdraw or add to them at any point11.
10 “OCBC launches robo-investment service”. Singapore Business Review. 23 August 2018. https://sbr.com.sg/financial-services/news/
ocbc-launches-robo-investment-service
11 “OCBC launches robo-investment service”. Singapore Business Review. 23 August 2018. https://sbr.com.sg/financial-services/news/
ocbc-launches-robo- investment-service
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Regional overview
The Asia Pacific region has a sizeable pool of robo-advisory users and AUM, which is expected to increase in the near future. Given its
lower cost structure, as compared to the traditionally labour-intensive advisory approach, robo-advisory enables wealth management
players to charge lower fees, enabling them to expand their target market beyond the HNWI clientele to a new and younger clientele that is
interested in active investing (see Figure 5). Millennials in the region, for example, are more likely to consider investing with robo-advisers
than Generation X or Baby Boomer investors12.
Figure 5: HNWI and robo-adviser user statistics across different regional markets13,14,15
Europe
Wealth USD 19.8 trillion USD 15.9 trillion USD 18.8 trillion
Key markets
Within Asia Pacific, Hong Kong and Singapore are the two of the key robo-adviser markets, given the former’s strategic access to China’s large
HNWI market and the latter’s ambitious FinTech push (see Figure 6). With their strong growth potential, user penetration rates in these two
markets are expected to triple over the next four years, with significant increases to AUM (see Figure 7).
Wealth USD 560 billion USD 560 billion USD 5,800 billion USD 7,000 billion USD 7,000 billion
Growth • Population: 6% • Population: 4.1 • Population: 9.1% • Population: 6.3% • Population: 8.7
(2015-2016) • Wealth: 6.6% • Wealth: 4.7% • Wealth: 9.8% • Wealth: 6.7% • Wealth: 9.1%
AUM USD 2 billion USD 90 million USD 81 billion USD 3 billion USD 1 billion
Figure 7: Projected robo-advisory user penetration rates and AUM for Singapore and Hong Kong17
Projected user penetration rate, percentage of total clients Projected AUM, USD million
7,609
6.7%
5.7% 6,133
4.5% 4,548
3,574
3.2%
3,021
2.4%
2.1% 2,079
1,750
1.5%
1.2% 976
0.8% 880
0.7% 344
0.1% 0.3% 112 14 24 89
0% 0%
2016 2017 2018 2019 2020 2021 2022 2016 2017 2018 2019 2020 2021 2022
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Overall, however, investors in the region are mostly self-directed, preferring to make their investment decisions without the use of financial
advisers (see Figure 8). This underscores the opportunity for wealth management players to offer cost-effective robo-advisory services to
enable investors to make their own independent investment decisions, while retaining the ability to provide tailored investment advice at a
moment’s notice.
Ultimately, robo-advisory services are likely to be the most attractive to Retail and Affluent customer segments in Asia Pacific. Indeed,
HNWI investors in the region are not the primary target for these services, as they are likely to continue to make self-directed investments,
given their larger appetites for risk and desire for control. The Retail and Affluent segments, on the other hand, can benefit from low-cost,
automated advice that is delivered to them on banking platforms in formats that they are already accustomed to (see Figure 9).
2%
"I rely on my financial adviser on making most, or even all investment decisions."
Figure 9: Retail, Affluent and HNWI banking client profiles in Hong Kong and Singapore19
Investable assets • Less than USD 100,000 • USD 100,000 - 1 million • More than USD 1 million
18 “Asia: Hong Kong FinTech company launches robo-adviser app”. RFi Group. 7 June 2017. https://www.rfigroup.com/rfi-group/news/asia-hong-kong-fintech-
company-launches-robo-advisor-app
19 “The future of automation in investment services”. 360F. January 2017. http://360f.com/wp-content/uploads/2018/07/360F-The-Future-of-Automation-in-
Investment-Services_Robo-Advisors-vs-Digital-Assistants.pdf
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Robots are here | The rise of robo-advisers in Asia Pacific
Spotlight on Singapore
To encourage the uptake of robo-advisory products and services, wealth management players must continue to invest in consumer
education to build awareness and familiarity with these platforms. In Singapore, awareness and likelihood of usage of robo-advisers
is highest among 25-34 year olds (see Figure 10), with women more likely to adopt robo-advisers than men (see Figure 11). More
specifically, women who are willing to use robo-advisers tend to have lower investable assets. This suggests that women with limited
investment experience may be more willing to consult a robo-adviser, and may therefore require a different set of robo-advisory
solutions.
42% 13%
9%
23%
14%
2%
1% 3% 1% 1% 1%
0%
18-24 25-34 35-44 45-54 55-64 Total 18-24 25-34 35-44 45-54 55-64 Total
Age, years Age, years
• Advanced retail
investment experience
Female Male
20 “Awareness and consideration of robo-advisers in Singapore”. FinTech News Singapore. 20 June 2017. http://fintechnews.sg/9908/roboadvisor/awareness-
consideration-robo-advisors-singapore
21 “Awareness and consideration of robo-advisers in Singapore”. FinTech News Singapore. 20 June 2017. http://fintechnews.sg/9908/roboadvisor/awareness-
consideration-robo-advisors-singapore
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Looking ahead
For wealth management players seeking to adopt or integrate robo-advisory solutions in their existing product
offerings, creating client-centric platforms to deliver superior client experiences – and secure deep and lasting client
relationships – is imperative.
In other words, they need to move from the status quo, where channels are mostly bank-centric and proprietary,
with limited client experience, to client-centric platforms that are multi-channel, cross-technology, driven by customer
insight, and offer services that go beyond basic banking needs (see Figure 12).
Client
To deliver this, they will need to focus on five strategic imperatives. Firstly, although the deployment of robo-advisory
technology has the potential to enable wealth management companies to lower costs and reduce the level of
human labour involved, companies must shift their overall mind-set and strategies to place the client at the centre of
everything they do, and move from a focus on cost reduction to experience enhancement.
Secondly, with clients now accustomed to interacting with technology platforms on their own terms, companies
must increase their agility to engage with clients at their preferred times and through their preferred channels.
Thirdly, through the use of data aggregation and analytics, companies should shift from reactive advisory to proactive
advisory, and deliver investment insights that a client may need, but may not yet be aware of.
Finally, companies will need to develop the competencies to create highly personalised client experiences within an
end-to-end, integrated ecosystem. To do so, they will need to invest in technology capabilities, including advanced
analytics, machine learning and contextual engagement, and collaborate with a variety of players across different
industries, such as technology companies, in order to deliver these platform experiences.
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Contact us
Researched and written by
Christian Gilmour
Executive Director, Consulting
Deloitte Southeast Asia
[email protected]
+65 6232 7100
Christoph Kunzle Lissa Toh Benjamin Tan Jin Hong Felicia Khoo
Senior Manager, Consulting Manager, Consulting Consultant, Consulting Consultant, Consulting
Deloitte Switzerland Deloitte Southeast Asia Deloitte Southeast Asia Deloitte Southeast Asia
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