Wells Fargo, a community-based financial company has revamped its Intuitive Investor by making its features and services attractive to millennial customers. Whereas before, the automated investing platform was available to WF customers who have at least $5,000 to invest on the options presented in the platform’s professionally curated portfolios, the minimum has been reduced to $500.
The Intuitive Investor is a robo-advisor that renders automated management of investment portfolios, which largely follows the principles of Modern Portfolio Theory (MPT). Although robo-advisors provide automated services, customers can ask guidance from Wells Fargo Financial Advisors. They are real time advisors who will answer questions and provide assistance by phone from 8 a.m. to 8 p.m. ET from Monday to Friday.
How Does the WF Intuitive Investor Robo-Advisor Work?
After asking users some questions, the robo-advisor presents a suggested portfolio. If the user decides to invest on any of the options presented, the smart technology on which the Intuitive Investor is built, will automatically keep track of the user’s account on a daily basis. At the same time, the AI is capable of rebalancing the account assets when necessary.
The relaunched robo advisory platform now includes sustainability-focused investment choices to which environmentally and socially conscious millennials consider as sound investment portfolios.
Wells Fargo’s Intuitive Investor charges a 0.35% annual advisory fee plus the related cost of funding expenses.
The Head of Digital for Wells Fargo Consumers Michelle Moore, described the revamped robo-advisor as a simplified version of the Intuitive Investor platform, as it aims to provide a better and faster experience for both experienced and neophyte investors.
The relaunched robo-advisor still offers sophisticated features such as the smart beta portfolios and tax-loss harvesting. However, those are advanced features available to premium Intuitive Investor users at extra costs.
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