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Jen Butler of Corporate Insight Jen Butler of Corporate Insight.

Digital advice providers, or robo-advisors, have found great success as measured by the number of users and the assets they have attracted. But recent research by Corporate Insight suggests that even the largest standalone robos and those bolted onto existing financial services platforms are missing the boat in substantial ways when it comes to meeting the preferences of their targeted customers.

Jen Butler, senior analyst, explained that the “core of what we do” at Corporate Insight is to explore the digital user experience of, for example, banks and insurers. Those companies might hire Corporate Insight to assess their specific offerings using traditional market research. The company also follows an ‘audit’ process of all the offerings in a market vertical, surveying multiple companies and its customers and comparing each company’s strengths and weaknesses vis-a-vis their competitors with the insights of their customers, creating benchmarking analysis for its clients.

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