Investors will pour hundreds of billions of dollars into digital advice programs over the next five years, but the independent providers that started the robo craze are likely to miss out on most of that growth, according to a new report.

The direct-to-consumer digital investment market is expected to swell, pushing robo assets from $257 billion at the end of 2018 to $1.26 trillion by 2023, according to a report from Aite Group. But “media darling” start-ups like Betterment and Wealthfront will cede space to discount brokerages and full-service wealth management firms, according to the report, “U.S. Digital Investment Management Market Monitor.”

Discount brokerages also have strong brand awareness among younger investors who are still growing wealth, which gives them an additional edge in the digital advice space, says Jennifer Butler, director of brokerage research at Corporate Insight.


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