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Råd från en robot?: En komparativ studie av storbankers och nischaktörers utformning av finansiell rådgivning
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2017 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Advice from a robot? : A comparative study of major banks and niche companies design of financial advisory (English)
Abstract [sv]

Bakgrund: I Sverige sker stora förändringar i finanssektorn till följd av regleringar, internationalisering och teknisk utveckling. I takt med digitaliseringen etablerar sig nya digitala aktörer på bankmarknaden, fintechbolag och nischbanker. De nya aktörerna introducerar finansiell rådgivning som baseras på algoritmer, så kallad robotrådgivning. De nya alternativen till traditionell rådgivning innebär en högre konkurrens för etablerade banker, som länge haft en stark position. Förändring av finansiell rådgivning och konkurrens från nya innovativa aktörer innebär en komplex utmaning och det är således relevant att undersöka hur olika aktörer ställer sig till förändring av finansiell rådgivning.

Syfte: Syftet med studien är att analysera hur olika finansiella aktörer utformar finansiell rådgivning i ljuset av digitalisering och automatisering.

Metod: Studien är utformad med en kvalitativ flerfallstudiedesign. Det empiriska materialet har samlats in från respondenter i två olika urvalsgrupper, storbanker och nischaktörer i Sverige. Sammanlagt har sex semistrukturerade intervjuer genomförts.

Slutsats: Resultatet visar att de olika aktörerna, storbanker och nischaktörer, har skillnader och likheter i deras erbjudanden av finansiell rådgivning. De traditionella aktörerna, storbankerna samt Söderberg & Partners, erbjuder personlig fysisk rådgivning och framhäver rådgivarnas kompetens som en konkurrensfördel. De digitala nischaktörerna erbjuder alternativ till traditionell finansiell rådgivning endast via digitala och automatiserade verktyg och framhäver användarvänlighet och transparens som deras konkurrensfördelar. Ålder och storlek är inte avgörande faktorer om en finansiell aktör väljer att erbjuda digital eller automatiserad rådgivning, snarare dess inställning till digitaliseringens framfart och vad de anser att finansiell rådgivning bör innehålla. Avslutningsvis hämmas utveckling av finansiell rådgivning av nuvarande regelverk medan kommande regelverk kommer att underlätta för digitala och innovativa nischaktörer. Således kommer konkurrensen att öka och storbankerna behöver därmed omformulera strategier och erbjudanden för att försvara sin marknadsposition.

Abstract [en]

Background: As a result of regulations, internationalization and technical development major changes in the financial sector have occurred which have impacted financial institutions. New digital players, fintechs and niche banks, have introduced alternatives to traditional financial advisory. The new digital and self-directed financial advice which is based on algorithms is called robotic-advice. This poses challenges to older and established banks, which have had a strong market position in the past. The changes in society and competition from new innovative players creates a complex challenge which is likely to be of great importance for financial institutions in the future. Therefore, it is of interest to investigate how different companies in the financial sector are responding to the change of financial advisory.

Aim: The aim of the study is to analyze how different financial institutions design financial advisory in the light of digitalization and automatization.

Methodology: The study is designed in accordance with a qualitative research strategy. Empirical data have been collected from respondents divided into two different groups, major banks and niche players in Sweden. The study consists of six semi- structured interviews.

Conclusion: The findings in the study indicate differences and similarities in the major banks and niche players offers of financial advisory. The traditional financial companies, such as the major banks and Söderberg & Partners, offer personal financial advisory and emphasizes the expertise of advisors as a competitive advantage. Digital niche-players offers alternatives to traditional financial advisory that are digital and self-directed and their competitive advantage is their simplicity and transparency. The financial advisory is not affected by the players age and size, but rather the companies’ attitudes towards the development of digitalization and what they consider financial advisory should include. Furthermore, the development of financial advisory is affected by current regulations, however, new regulations will facilitate for digital and innovative niche players. Therefore, the competition will increase and it is essential for the established banks to review their strategies and offers of financial advisory to maintain their market position.

Place, publisher, year, edition, pages
2017. , p. 107
Keywords [en]
Financial services, robot advisory, bank, niche bank, fintech, digitalization, automatization
Keywords [sv]
Finansiell rådgivning, robotrådgivning, storbank, nischbank, fintech, digitalisering, automatisering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-139991ISRN: LIU-IEI-FIL-A--17/02538--SEOAI: oai:DiVA.org:liu-139991DiVA, id: diva2:1135715
Subject / course
Master Thesis in International Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2017-08-24 Created: 2017-08-24 Last updated: 2017-08-25Bibliographically approved

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