What is a robo-adviser in the UK?
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In short: An online investment service that builds and manages a portfolio for you using algorithms, usually through ISAs or general investment accounts. FCA-regulated robo-advisers must still assess suitability, though the process is automated rather than face-to-face.
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Reviewed by Kaiser Khan
Robo-advisers — sometimes called automated or digital investment managers — ask you questions online about your goals, time horizon, and attitude to risk, then recommend a portfolio of funds or ETFs matched to a risk profile. Many rebalance holdings automatically and let you contribute regularly through an app.
In the UK they are regulated financial services, not generic apps. Firms providing personal recommendations must be authorised by the Financial Conduct Authority and follow the same suitability rules as traditional advisers, even when the advice is generated by software.
Fees are typically lower than full financial advice because there is no human adviser meeting, though you still pay a platform charge and fund charges. Robo-advisers suit straightforward goals — such as long-term ISA investing — but may not handle complex tax, pension, or estate planning needs.
Before signing up, check the firm is on the FCA register, understand what happens in a market downturn, and compare costs against a DIY fund platform if you are comfortable choosing funds yourself. gov.uk's guidance on finding financial advice explains when automated services may be enough and when to seek full advice.
Primary source: gov.uk/find-financial-adviser
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