FutureAdvisor, is an IT company who uses academically researched portfolio management principles and industry best practices to optimize customers’ situation and their existing investment accounts. It’s  an entity-registered advisor who target people that aren’t rich to afford services from advisors and folks who find it’s hard to get unbiased advice.

FutureAdvisor focus on providing investment advice rather than everyday finance tracking like Mint.com and other personal finance applications, they compete not only with existing apps, but with financial advisors who do in-person services.It offers personal recommendations to individuals so that they can reduce fees; select the right investments; diversify their portfolios etc.

To determine its market position, FutureAdvisor should figure out its uniqueness from its competitors and provide values to its clients; focus on the customers it serves the best; find its rank in the competition.


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