商品敘述：

The application of technology in the area of finance has fostered a slew of innovative financial technology ("fin-tech") based firms. Wealth management and personal financial advisory is one of the industry segments that is witnessing a technology-led transformation across the globe with the advent of a wave of robo-advisors. The case presents an overview of the financial planning and advisory (FP&A) segment in the country prior to the onset of robo-advisors and the impact of robo-advisors on the industry dynamics. It traces the journey of Arthayantra ("the Company"), a leading Indian robo-advisory firm, as it seeks to change the way personal finance is perceived and delivered. It showcases the evolution of Arthayantra in its initial years as it develops its value proposition, puts in place its organizational structure and establishes a customer base in the backdrop of a changing macroeconomic environment. The case closes at a point where Arthayantra is evaluating a strategic pivot from a sole advisory model to an advisory-cum-execution model, encouraging students to analyze the strategic choices that lay before the firm.

涵蓋領域：

Customer lifecycle management;Disruptive innovation;Entrepreneurship;Finance;Strategy;Technology;Transformations

相關資料：

Case Teaching Note, (IMB786), 12p, by V. Ravi Anshuman, Srijith Mohanan

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