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SigFig robo advisor

SigFig, led by Mike Sha, was one of the earlier firms in the field but has not gained the sort of household attention that companies like Wealthfront and Betterment have achieved by focusing on younger, tech-aware retail customers.

Instead, SigFig is focused on offering its technology through financial institutions. The agreement with UBS will not prevent SigFig from forging similar agreements with other companies, said Mr. Sha, the company's chief executive.

New rules for financial advisers may give the automated companies an edge in the battle for investor dollars.

These rules are expected to encourage a rush of retirement savings money to low-cost investments and may also hasten formal alliances of banks or brokerage firms with the financial technology firms that have built robo-investing platforms.


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