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JP Morgan Reveals New ETF Gambit to Win Robo Clients

July 11, 2019

JPMorgan is attempting to lure mass affluent investors with a low-cost robo-advice portfolio that will invest in the bank’s exchange traded funds for free, according to news reports.

The You Invest Portfolios service requires a $2,500 minimum investment and charges 0.35% annually, CNBC.com writes. And customers who invest more may get an even lower rate, people with knowledge of the bank’s planning tell the news channel’s website.

Free access to JPMorgan’s ETFs, which cost from around two to 50 basis points, is expected to save customers an average of about 15 basis points, Jed Laskowitz, head of You Invest, tells CNBC.com.

The new service puts customers into one of four portfolios ranging from conservative to aggressive growth, Kelli Keough, JPMorgan’s global head of digital wealth management, tells the website. And while the investing part is automated in the new service, the portfolios are in fact built and managed by humans, CNBC.com writes.

JPMorgan has been testing You Invest Portfolios over the past year, first with employees and then with customers at 27 branches in Brooklyn, N.Y., according to the website. The company plans to begin offering options trading to the platform next month, CNBC.com writes. In addition, JPMorgan intends to drop the minimum to $500 and possibly offer a hybrid account option that includes access to humans, Laskowitz tells the website.


The new robo offering is a companion service to JPMorgan’s You Invest Trade, the digital brokerage service rolled out last year which offers unlimited free trading for select clients, CNBC.com writes.

You Invest Portfolios is aimed at first-time investors, while You Invest Trade is geared toward those who are potentially already investing elsewhere, Keough tells the website.

By Alex Padalka
  • To read the CNBC article cited in this story, click here.