Online Broker vs. Robo-Advisor: Which Is Right for You?

Fact checked by Vikki Velasquez
Reviewed by Katie Miller

Navigating the complex world of investing has become more accessible and less intimidating thanks to the rise of online brokers and robo-advisors. Both offer unique benefits, providing streamlined, efficient platforms for investing in the stock market by leveraging technology. Online brokers are ideal for those who prefer a hands-on approach, making their own decisions and doing their own research. Robo-advisors are best suited for those who value simplicity and hands-off automation.

It’s essential to understand what they offer and how they align with your financial goals so you can make an informed decision between these two options.

Key Takeaways

• Online brokers are platforms that offer direct access to a broad range of investment opportunities and allow you to make your own trading decisions.
• Robo-advisors are automated investment platforms that use algorithms to create and manage your investment portfolio for you based on your risk tolerance and financial objectives.
• Online brokers offer more control and flexibility and this can appeal to experienced investors.
• Robo-advisors provide simplicity and low-cost investment management, making them ideal for novice investors or those with a hands-off approach.
• Your choice between an online broker and a robo-advisor will depend largely on your investment knowledge, time commitment, and financial goals.

What Is an Online Broker?

The concept of online brokers emerged along with the internet in the late 20th century and it revolutionized the way people trade. An investor had to go through a traditional broker to buy or sell securities before this and it could be a cumbersome and costly process. The barrier was lifted with the advent of these digital platforms. They serve as intermediaries for buying and selling financial instruments that can range from stocks to bonds, mutual funds, ETFs, and even cryptocurrencies.

What differentiates online brokers from traditional brokers is the level of autonomy they provide to investors. Individuals can use these platforms to place trades themselves, using the various tools and resources provided to make informed decisions, instead of relying on a human broker to recommend and execute trades.

Note

Online brokers function as gateways into the financial markets. They enable you to buy and sell a variety of assets like stocks, bonds, exchange-traded funds (ETFs), and mutual funds.

The principle here is self-direction. You have the autonomy to conduct research, analyze market trends, and make individual trading decisions. This gives you full control over your portfolio but it demands time, financial literacy, and a certain comfort level with managing risk. Most online brokers offer their customers a suite of tools, however, to help them conduct research, grab headlines, simulate trading, and access a range of asset classes.

These resources often provide comprehensive research, real-time market data, charting tools, and even educational resources to equip investors with the knowledge to navigate the financial markets. Some brokers go further, offering advanced features like simulated trading, expert market commentary, and customizable alerts for specific market conditions.

What Is a Robo-Advisor?

Robo-advisors are automated platforms that are designed to shoulder the burden of portfolio management. They leverage their algorithms to construct and manage your portfolio when you input your risk tolerance, time horizon, and investment goals.

A robo-advisor uses software to manage your investments. It creates and automatically adjusts your portfolio, offering a more hands-off investment experience. These platforms drastically simplify the investment process and make it more accessible to a wider audience. This allows robo-advisors to offer their services for a fraction of the cost of a traditional human advisor and with far lower opening balances.

The strength of robo-advisors lies in their hands-off approach. This is especially beneficial for beginners or those who prefer not to sift through the intricacies of the financial markets themselves. You can't choose what goes into your portfolio, however, and you can’t make changes to it.

One of the notable features of robo-advisors is their automated portfolio rebalancing. Market fluctuations can cause your portfolio to drift from its original asset allocation over time. Robo-advisors automatically correct this by buying or selling assets to maintain your chosen level of risk and return.

They can also engage in tax-loss harvesting, a strategy that offsets capital gains with tax losses from similar securities. This automated maintenance and optimization can be a major advantage for those who lack the time or expertise to monitor their portfolio consistently.

Important

Many online brokers incorporate robo-advisory elements into their platforms, providing pre-built portfolios and automating certain investing features. Some robo-advisors allow for a degree of customization, letting users tweak their portfolios based on personal preferences.

How to Choose an Online Broker

Choosing an online broker is about finding the platform that aligns with your trading style, investment goals, and preferred level of autonomy. Don't neglect to compare commissions and fees.

The landscape of online brokers is diverse and competitive. It ranges from brokers that cater to experienced traders with sophisticated platforms and a vast range of assets to those designed for beginners with easy-to-navigate interfaces and educational resources. These platforms have democratized investing, making it accessible to anyone with an internet connection. They continue to evolve, shaped by technological advancements and changing investor needs.

How to Begin Working With a Robo-Advisor

The process starts with providing essential information about your financial situation and goals. You’ll typically answer a series of questions designed to determine your risk tolerance, your investment time frame, and your financial objectives. These parameters will guide the robo-advisor as it crafts an investment strategy tailored to your needs.

It’s a quick, straightforward process that allows even those who are new to investing to establish a well-diversified portfolio. Those that are created typically utilize low-cost index ETFs and follow the diversification principles underlying Modern Portfolio Theory (MPT).

Wealthfront and Betterment are two early robo-advisors known to have pioneered many standard features.

Online Broker: Advantages and Disadvantages

Online brokers offer a wide array of investment possibilities, serving as a portal to global financial markets. They grant investors the freedom to shape their portfolios according to their own insights, strategies, and risk appetites. This is particularly appealing to seasoned investors who possess the knowledge and confidence to navigate the financial markets independently.

The variety of tools and research resources available on these platforms can significantly enhance the investing experience, providing valuable market insights and aiding in informed decision-making. Many online brokers offer zero-commission trading in many stocks and ETFs.

The autonomy and freedom offered by online brokers come with their own challenges, however. The responsibility of monitoring the markets, staying informed about global economic trends, and adjusting the portfolio as necessary falls squarely on the shoulders of the investor. The wealth of information available can be advantageous but it can also feel overwhelming to novice investors or those who lack the time to engage deeply with these resources.

Pros

• Lots of autonomy and flexibility

• A wide range of securities and asset classes to choose from

• Low-cost or commission-free trading

• Research, screeners, and other tools available to users

Cons

• Requires self-discipline and self-management of the portfolio

• May not be appropriate for novices

• Can encourage overtrading or trades based on emotion

Robo-Advisor: Advantages and Disadvantages

Robo-advisors offer many advantages, particularly for beginners. Their automation of portfolio management makes investing accessible for those who lack extensive knowledge or time for portfolio management. This hands-off approach eliminates the need for constant portfolio monitoring and adjustment, freeing up time for investors.

Robo-advisors are often praised for their cost-effectiveness. Traditional human advisors typically charge a percentage or more of assets managed and this can become quite expensive. The best robo-advisors leverage algorithms to deliver similar services at a fraction of the cost, allowing for much smaller account minimums. This makes them a more affordable choice for those with smaller budgets.

The greatest limitation is the lack of personalized service. Robo-advisors can't provide the depth of personal interaction that some investors seek. Complex financial planning needs or significant life events often require a human touch for effective management. The customization options provided by robo-advisors are often limited compared to what a human advisor or online broker could offer.

Pros

• Automation of well-diversified portfolios

• Much lower cost than traditional advisors

• Low account minimums

• Continuous monitoring and rebalancing

Cons

• Less flexibility and customization

• Limited investment options and strategies

• Lack of a human touch

What Investor Is an Online Broker Best Suited For?

Online brokers tend to be most beneficial for investors who have a reasonable understanding of the financial markets and prefer a hands-on approach to investing. They appreciate the control and flexibility that online brokers provide such as the ability to actively trade and respond to market changes. They typically don’t mind investing the time necessary for research and are comfortable making investment decisions independently.

Who Is a Robo-Advisor Best Suited For?

Robo-advisors are a good fit for those who prefer a more hands-off approach to investing or who may be new to the world of finance. Robo-advisors are also a great choice for those who seek a low-cost investing option because they typically charge lower fees than traditional advisors.

How Risky Are Robo-Advisors?

The level of risk associated with robo-advisors is primarily linked to the type of investments they make on your behalf and the market conditions at large. Robo-advisors typically invest in a diversified mix of exchange-traded funds (ETFs) that are designed to spread risk across a wide range of assets. This diversification generally leads to a lower risk profile compared to investing in individual stocks.

These platforms are registered with regulators and approved to handle investor money. They often have the backing of larger financial institutions and they're covered by Securities Investor Protection Corp. (SIPC) insurance just like any other brokerage account.

The Bottom Line

Both online brokers and robo-advisors use technology to make accessing financial markets easier and low-cost. Choosing between an online broker and a robo-advisor hinges on your investment knowledge, time commitment, and the level of control you want over your portfolio. Both options have their merits and can successfully guide you toward your financial goals.

Disclosure: Investopedia does not provide investment advice. Investors should consider their risk tolerance and investment objectives before making investment decisions.

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