FinTech is a difficult space in which to gain traction if you’re a small software provider. Large firms that negotiate enterprise contracts tend to be extremely demanding — and it often isn’t feasible for startups to reach larger firms in the first place.
Going to independent advisors can prove just as difficult. The market is extremely scattered and fragmented, and it’s hard to gain a foothold that’s sustainable and scalable.
Startups offering products for the side of the financial advice industry that operates independently and focuses more on comprehensive planning services instead of investment management as a primary driver of business often get stuck in the chicken-and-the-egg scenario.