Bakgrund: Den automatiserade rådgivningen är ett nytt fenomen på den svenska marknaden som innebär att kunderna ställs inför nya utmaningar när det kommer till investeringsrådgivning. Det har i tidigare forskning inte undersökts hur förtroendet ser ut angående robotrådgivning ur ett kundperspektiv vilket bidrar till ett intresse hos författarna att täcka denna kunskapslucka. Syfte: Syftet med denna uppsats är att undersöka förutsättningarna för automatiserad kundrådgivning att brett slå igenom, detta genom att analysera potentiella kunders förtroende för tjänst och leverantör samt hur kunder ser på potentiella transaktionskostnadshinder. Det senare genom att undersöka hur kunden uppfattar den tillgängliga informationen, behovet av finansiell kunskap, psykologiska fällor samt kundens syn på eventuellt svekfullt beteende. Genomförande: Studiens genomförande bygger på en kvalitativ metod med åtta intervjuer med privatpersoner och en med en produktägare. Respondenternas förtroende samt åsikter har undersökts genom att sätta upp ett hypotetiskt scenario med den automatiserade rådgivningen. Det har sedan jämförts hur väl robotrådgivningen hanterar de problem som kan uppstå vid investeringsrådgivning jämfört med den traditionella rådgivningen för att på så sätt förenkla respondenternas möjlighet att ge så utvecklade och nyanserade svar som möjligt. Slutsats: Studien visar att det generella förtroendet för den automatiserade rådgivningen kan anses likvärdigt med det som finns för den traditionella rådgivningen, dock har robotrådgivningen en stor brist i de informationsasymmetrier som råder mellan kunden och roboten. På grund av den asymmetriska informationen kan kunden ha svårt att avgöra kvaliteten på robotrådgivningen och kan leda till att denne avstår från att använda sig av en sparrobot. / Background: The automated advisory is a new phenomenon at the Swedish market which means that the customers is faced with new challenges when it comes to investment advisory. It has in previous research not been investigated how the confidence is regarding the robo advisory through a customer-perspective which contributes to an interest from the author’s side to cover this knowledge gap. Aim: The aim with this essay is to investigate the conditions for the automated customer advisory to penetrate the market widely, this by analyze potential customers confidence for the service and supplier together with how the customers looks at potential transaction cost barriers. The later by investigating how the customer perceives the available information, the need for financial literacy, psychological traps together with the customers view on deceitful behavior. Completion: The completion of the study is based on a qualitative approach with eight private individuals and one product owner. The respondent’s confidence and opinions have been investigated by setting up a hypothetical scenario regarding the automated advisory. It has later on been compared how well the robo advisory can handle the problems that may occur during investment advisory compared to the traditional advisory to simplify the respondents opportunity to give as developed and nuanced answers as possible. Conclusion: The study shows that the general confidence for the automated advisory can be considered equivalent with what exists for the traditional advisory, but the automated advisory have a great shortage in the asymmetrical information which prevails between the customer and the robot. Because of the asymmetric information the customer may have difficulties to determine the quality of the robo advisory, which can lead to the customer refraining to use a robo-advisor.

Background Digitalization have been affecting the world industries the past years. With this, Banks have been digitizing their products and services for their customers to be competitive in the sector. The investment advisement has been a part of this digitization. Banks nowadays compete with robo-advising, which originates from the USA. In Sweden this is relatively new for both the banks and the customers, and therefore has some challenges to face, before it can replace the traditional investment advising. Purpose The purpose of the study is to investigate and compare the robo-advisement to the traditional investment advising, but also to explore if the users of the robo-advice thinks if it is enough developed to replace the traditional investment advising.  Method To achieve the results for our study, we have chosen a qualitative method with the use of semi-structured interviews with ten respondents which meets the requirements to participate in the interview for the study’s purpose. To give a brief overview of the respondents answers we will conclude them into tables, and to attain the purpose of the study we will analyze the results with the theories used in our study and previous research in the subject. Conclusion After analyzing the results we have come to a conclusion that the robo-advice need to be more developed due to its incompatible function to process the information from the users to offer them a complete investment advisement. Therefore the robo-advisory is not yet ready to replace the traditional investment advising but could still be used as a good complement together with the physical interaction of the users and investing advisors. This because of the time efficiency of the robo-advisement and the traditional investment advisors capability to build a relationship and create trust in between them.