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Much of the management involves rebalancing the portfolio to reflect the investor's goals, as well as tactical trading to protect against downside risk, said Pramod Udiaver, co-founder of Invisor Investment Management, a 'robo-adviser' firm.ДЄnother possible plus for investors is that because 'robo-adviser' companies are generally licensed as portfolio-management firms, they must adhere to a fiduciary standard, a level of responsibility to the client that was only available to institutional clients, such as pension funds, or individuals with hundreds of thousands of dollars to invest. Once the investor signs off, the money is invested and managed at the discretion of the money manager. Investors simply need to complete an online questionnaire about their goals, time horizon and risk tolerance, and the portfolio manager builds them a portfolio to suit their needs. They largely offer their clients customized portfolios of low-cost ETFs that provide diversified investment in stocks and bonds across many markets. This premise forms the basis of the strategies offered by online money-management services. So if you can't beat 'em, why pay extra to underperform them?

Their popularity principally has been driven by the belief - if not reality - most active-management strategies do not consistently beat their benchmarks.

They don't try to beat the TSX Composite, for example they try to emulate it. They offer what's called passive management. for a number of years, with about $15 billion under management, online portfolio-management services have only become feasible with the proliferation and success of exchange-traded funds, which largely provide investors with the ability to buy and trade on markets around the globe.Д¬ompared to mutual funds, which are actively managed, most ETFs track an index. With larger accounts, the cost can be as low as one-third of one per cent.ДЄlready offered in the U.S. With as little as $2,000, Portfolio IQ investors get a managed portfolio with a total management cost of less than one per cent.

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'What we're doing with Portfolio IQ is we're democratizing access to professional advice.' 'Up until now, you'd likely have to have a minimum of $250,000 before you could get in front of a portfolio manager,' he said. What sets them apart from other options for investors looking for help - aside from being online - is this: They provide low-cost portfolio management under the supervision of a professional money manager. Portfolio IQ is one of handful of online portfolio-management firms that have launched in recent months after securities regulators gave the OK for professional portfolio managers to offer services online. 'The only thing that is automated is the client experience.' There are real money managers involved,' said Kholodenko.

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