Well, what can go wrong?

Smartly was probably the first on the robo-advisor scene back in 2016, and of course I blogged about it. Got into the beta later in the same year too, but progress was slow.

Competition came, and finally everyone was pushed/forced to roll out their product.

On one hand, you want to launch as soon as possible to gain first-mover advantage and grab as much market share as you can.

On the other hand, you risk exposing the flaws and problems associated with a platform that is not fully tested – which can devastate user confidence because they can and will associate bugs, however cosmetic or trivial they might be on the UI side, to the backend where the real work is done. Doubts will then begin to form, even when the back-end is 100% fine, because the user can’t see that.

As the asset under …