西元2008年金融海嘯後，金融科技崛起，藉由新的科技技術、社群、行動、物聯網、數據分析及雲端平台等數位化趨勢，大幅改變人們投資、支付、募資等金融服務方式，其創新程度對於傳統金融業產生了巨大的影響。根據瑞士My Private Banking Research的報告，2015年底機器人掌管的資產是200億美元，2020年將會激增到4,500億美元。「理財機器人」是否能在不久的將來取代理財專員，為顧客掌管財富、規劃投資組合呢？本研究主要探討理財機器人的演進與發展過程並分析理財機器人的競爭優勢與展機會，研究方法採取SWOT分析法，並針對有在進行理財活動的銀行客戶為對象發放問卷，調查銀行客戶對於理財服務是由理財專員或是由理財機器人提供的偏好程度。 分析結果顯示理財機器人其優勢為低廉的成本，可以大幅降低傳統財富管理的投資金額門檻，加上僅需在線上回答相關問題便可得到個人專屬的投資組合建議，相當便捷快速，能夠吸引資金較少的年輕小資族群，另根據問卷分析結果顯示雖然有68%的銀行客戶願意使用理財機器人服務，且從年所得及年齡做交叉分析時，發現年所得60萬以下或年齡40歲以下的族群偏好由理財機器人提供理財服務的接受度達到80%，但年所得181萬以上的族群接受度不到5成，顯示理財機器人與理財專員各有其主要客群。理財機器人與理財專員或許並非單純競爭關係，亦可相輔相成創造更大的價值，相信理財機器人未來的趨勢，將會著重在結合機器與人的互補層面，帶給投資人更好的體驗。 FinTech has been emerging and largely changed the manner of financial services since the financial crisis in 2008, including investment, making payment, and fund raising. Acoording to the report published by Swiss My Private Banking Research, the amount of assests managed by robots will increase from $200 billion in 2015 to $4500 billion in 2020. This study investigaged the emergence and development of robo-advisor, and analyzed their competitiveness and opportunities. This study used SWOT analysis and surveyed banks'' customers who have financial activities regarding their preferences on the financial services provided by human financial agents or robo-advisor. We found that robo-advisor have advantages such as lowering costs as well as the threshold on the amount of investment traditionally required. Moreover, it is especially attractive for the petit bourgeois, young people with limited amount of money, because of its convinience and efficency of receving advices on individual portfolios simpliy via online questions. Besides, the survey report suggests that 68% of bank customers are willing to use robo-advisor. From the cross-analysis of factors between income and age, we found people under the age of 40 with annual salary less than 600k have great preferences (80%) on accepting the financial services from robots, while people with annual salary more than 1.81m have acceptances less than 50%. Our results indicate that robo-advisor have their specific target audiences. Rather than being competitive relations, it may be the case that robo-advisor and financial agents are able to complement one anthoer to create greater values for customers. The future trend of robo-advisor will focus on how to combine complementary advantages of humans and robots to provide better investors'' experiences.
