The financial advisory landscape has undergone a seismic shift with the advent of digital
technologies. One of the most notable innovations in recent years has been the emergence of
robo-advisors automated platforms designed to provide algorithm-driven financial planning and
investment services. As Generation Z individuals born roughly between the mid-1990s and early
2010s begins to enter adulthood and navigate their financial futures understanding their
perceptions and preferences towards financial advisory services becomes increasingly
crucial.This qualitative exploratory case study endeavors to delve into the nuanced
perspectives of Generation Z regarding robo-advisors compared to traditional full-service
financial advisors. While much research has examined the adoption of financial technologies
among older generations such as Millennials and Generation X there remains a dearth of
literature specifically focused on the attitudes and behaviors of Generation Z towards
financial advisory services.Generation Z represents a unique cohort characterized by digital
nativism having grown up in an era dominated by the internet smartphones and on-demand
services. As such they possess distinct expectations and preferences regarding
technology-mediated services including those within the realm of financial management.
Understanding how this cohort perceives and engages with robo-advisors which epitomize the
intersection of finance and technology is imperative for financial institutions policymakers
and industry stakeholders seeking to cater to the needs of this burgeoning demographic.Moreover
this study aims to juxtapose Generation Z's perceptions of robo-advisors with their views on
traditional full-service financial advisors. While robo-advisors offer convenience
accessibility and cost-effectiveness traditional advisors tout personalized guidance human
touch and holistic financial planning expertise. Exploring how Generation Z weighs these
contrasting attributes and navigates the trade-offs between automated solutions and human
advisory services provides invaluable insights into their decision-making processes and informs
strategies for financial service providers to effectively engage this demographic.In this
introductory section we outline the rationale for the study elucidate its significance within
the broader context of financial advisory services and delineate the objectives and structure
of the research. Subsequent sections will delve into the methodology employed present the
findings gleaned from qualitative data analysis and offer implications for theory and
practice. By shedding light on Generation Z's perceptions of robo-advisors and full-service
financial advisors this study endeavors to contribute to the evolving discourse on digital
finance and generational preferences in financial services consumption.
