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What Technology Do Clients Really Want From Advisors?

Robo advice is all the rage, but a Salesforce study suggests advisors could get more value from mobile apps and collaboration tools.

Robo advisors dominate a lot of headlines, and advisors are constantly told they need to adopt digital advice technology to remain competitive. But outside of the industry, just how much traction are these products getting?

According to a new survey of nearly 2,200 U.S. adults across all ages, only 3 percent were using a robo advisor to manage money. Twenty-eight percent work with a financial advisor (the number jumps up 37 percent among baby boomers), but most just do it themselves.

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