Advisory Firms Enter Robo Race
David Edwards, president of Heron Financial Group Wealth Advisors, is launching a pilot project to add a web-based robo-advisor business to his firm. To be called HeronWealth.com, the digital advice platform will offer Betterment Institutional’s robo-investment software along with eMoney Advisor’s new emX Select financial-planning tools.
“We’ve got 30-year-olds who want to be involved in this. Every 30-year-old we’ve talked to wants to do this tomorrow,” Edwards said while attending the Technology Tools for Today (T3) conference in Dallas, which gave advisors their first look at emX’s dashboard.