The Best Robo-Advisor for You: Barron’s Annual Ranking

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Illustration by Michal Bednarski

The robo-advisor business was once dominated by small fintech firms, led by sometimes brash founders, and seen as a mortal threat to human financial advisors. Not anymore.

Today, the sector is rapidly maturing. A menu of cookie-cutter portfolios is being complemented by an array of customization options, ranging from the automated to the bespoke. Robo-advisors are increasingly part of a spectrum of financial-planning services and a growing part of the wealth management business. The category, which some now just call “digital advice,” oversaw an estimated $988 billion as of March 31, up 26% from the same period a year ago.