The Muamalat Newsletter Vol. 2 2024

FEM eNewsletter | December 2024 75 Leveraging Robo-Advisors to Enhance Financial Services Marketing Wan RasyidahWan Nawang Intan Fatimah Anwar Nor Haziah Hashim Faculty of Economics and Muamalat Universiti Sains Islam Malaysia improve customer acquisition, engagement, and retention while reshaping the marketing of financial products. Robo-Advisors in Financial Marketing Robo-advisors are revolutionizing the way financial products are marketed by automating key processes that traditionally required human advisors. These platforms use AI and advanced algorithms to offer personalized investment advice based on an individual’s financial goals, risk tolerance, and preferences. Robo-advisors can automate complex financial planning tasks, provide tailored product recommendations, and deliver round-the-clock customer engagement. The result is a more efficient and cost-effective approach to financial Introduction In the fast-evolving landscape of financial services, staying competitive requires more than traditional marketing strategies. Firms must now prioritize innovation, data-driven personalization, and seamless customer engagement to differentiate themselves in a crowded market. Robo-advisors, artificial intelligence-driven or AI-driven platforms that automate investment advice and wealth management (Cardillo & Chiappini, 2024), are emerging as transformative tools in this context. By streamlining financial advice and enhancing client interaction, robo-advisors offer a significant opportunity for financial services providers to elevate their marketing efforts. This article explores how robo-advisors can be leveraged to