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The study delves into the development of robo-advisory platforms in the financial industry, particularly in the aftermath of the 2008 financial crisis. It highlights how robo-advisors (RAs) leverage advanced technologies, such as Artificial Intelligence and big data, to provide automated, cost-effective financial advice. These platforms have proven to be a transformative force, reshaping wealth management by offering personalized investment strategies while reducing traditional biases, such as fear, greed, overconfidence, loss aversion, and so on. Additionally, RAs enhance investor decision-making by promoting disciplined and data-driven investment behaviors, improving portfolio diversification, and encouraging risk-taking aligned with individual risk profiles. As technology advances, incorporating emotional intelligence into robo-advisory services has the potential to increase their effectiveness. The study also identifies shortcomings in present research, particularly in regulatory compliance, algorithmic transparency, and emotional intelligence integration, and proposes future research pathways to maximize the usage of RAs.

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