Tal Brockmann, CEO and founder of Finnovest, doesn't hesitate to say it out loud: "Investors have changed - just executing orders on the stock exchange through trading apps is no longer enough for them."
And he's right. Anyone who has followed the growing phenomenon of retail investors knows that we're no longer talking about "fringe players," but rather a central force in the markets - responsible for about 25% of Wall Street trading and more than 13% of trading in Israel. They are young, tech-savvy, hungry for knowledge - and sometimes easy prey for unregulated elements on the web.
In recent months, the phenomenon of Finfluencers has made headlines again - financial influencers on social networks who present themselves as experts but operate without a license or accountability. European regulators have already begun taking action against them, including fines and even indictments.
But Brockmann argues that the problem runs deeper: “Even when the influencers' intentions are good, they often provide general recommendations that are not tailored to the individual. Most investors don't know what suits them. They see a video about Tesla stock and get excited, but don't ask: how much should I invest? Can I withstand the loss? What are the implications for my investment portfolio? Moreover, finfluencers can be biased, even unintentionally, and their content NEVER takes into account the specific financial goals, risk tolerance, or portfolio composition of each viewer”.
The Platform That Doesn't Replace the Investment Advisors - But Empowers Them
This is precisely where Finnovest enters the picture - a breakthrough platform that brings, for the first time, a scalable, digital, and regulated non-discretionary investment advisory model. It empowers a single advisor to serve thousands of clients simultaneously, each with the personalization and care typically reserved for traditional one-on-one interactions.
Backed by recognition from Israel’s Innovation Authority, Finnovest’s technology transforms every licensed investment advisor into a kind of “super-advisor” - instantly able to respond to market shifts and recommend portfolio adjustments across their entire client base. The advisor defines the personalized advice and Finnovest’s engine scans thousands of portfolios in real time, generating tailored recommendations that reflect each investor’s unique holdings, risk profile, asset mix, and financial goals.
This personalized advice is delivered in real time to each client’s mobile device with clear, transparent explanations. But it doesn’t end there. With a single tap, the client can approve the advice, even if it includes multiple trade orders across different assets, and Finnovest’s cutting-edge trading technology takes care of the order execution, without any manual intervention, all in a seamless user experience that redefines what non-discretionary advisory service looks like in the digital age.
A Maturing Market - and a Clear Signal of Demand
Since the retail trading boom during the COVID era, the market has undergone a noticeable shift. Retail investors, once chasing “hot stocks” and short-term momentum plays, are increasingly gravitating toward diversified investment vehicles such as ETFs and mutual funds - signaling a broader shift toward risk-aware, long-term strategies. This transition marks a significant maturation of the segment, moving beyond speculation and toward structured portfolio thinking.
According to Finnovest CEO Tal Brockmann, the market is now entering its next evolutionary phase: “Retail investors still value their independence - they want to remain in control - but they also recognize the need for professional advice regarding with their investments. They want an advisor who proactively engages with them: someone who can flag when specific holdings are no longer aligned with their goals, suggest tactic or strategic adjustments, and alert them if they drift from their chosen risk profile.”
Research confirms this trend: over 80% of investors say they would welcome this type of advisory service. And while investors may not want to meet or talk to an advisor, they do want to know there’s a qualified human professional behind the scenes, looking after their money. “It’s less about conversation and more about professional assurance” says Brockmann. “AI may be excellent at researching stocks and surfacing insights for self-directed investors, but most people don’t want to become market analysts- they just want their money to grow responsibly. For that, they trust professionals. Not the old-fashioned advisory model of the past century, but a modern advisor, empowered by technology and built for the world we live in today.”
Investment Advice for Everyone - Not Just Wealthy
Non-discretionary investment advice, where the client retains full decision-making authority, has long been delivered in a one-on-one setting, reserved almost exclusively for high-net-worth individuals. The traditional model, while personalized, has proven too resource-intensive to scale. As a result, millions of retail investors are left without access to the professional support they deserve.
Finnovest is transforming this legacy model. By digitizing and automating the non-discretionary advisory process, it enables licensed investment professionals to deliver hyper-personalized, fully compliant recommendations to numerous clients simultaneously - without compromising on quality or regulatory integrity.
Retail investors now receive clear, real-time, pro-active tailored advice directly on their mobile devices, with no need to schedule meetings or interpret complex reports. They can act on these recommendations instantly, with a single tap - maintaining full control while benefiting from professional advice.
With Finnovest, scalable non-discretionary advice is no longer a contradiction. It’s a new standard-combining professional expertise, digital convenience, and investor autonomy at scale.
Finnovest’s Revolution Doesn't Stop at the Investor - It Upgrades the Very Essence of the Investment Advisor's Role for the Digital Age
Finnovest, which analyzes over NIS 50 billion in investor portfolios daily, is revolutionizing the way personal investment advice is delivered- transforming it from a scarce, advisor-bound resource into a scalable, technology-driven core capability. At the heart of this transformation lies Finnovest’s proprietary “Hyper-personal TapToAct Advisory” model: a smart, compliant, and fully digital service that enables banks, advisory firms, and trading platforms to deploy the expertise of their professionals at scale -reaching non-discretionary retail investors with personalized recommendations in real time.
This is not just an upgrade of the traditional model -it’s the birth of an entirely new category of advisory designed for a segment long overlooked: retail investors who demand professional support and advice but without surrendering autonomy.
The Greatest Wealth Transfer in History Is Coming - And Most Financial Institutions Still Don’t Know How to Serve Its Heirs. Finnovest Does.
Over the next two decades, an estimated $84 trillion will pass from Baby Boomers to Millennials and Gen Z, a monumental shift often referred to as the greatest wealth transfer in history. Financial institutions around the world have been trying to prepare for this transition, but most are missing the mark.
Their go-to solution, the Robo-Advisor, was meant to bridge the gap with automation and lower fees. But it fell short. Why? Because it misunderstood what next-gen investors actually want: not generic asset-allocation models, but smart, personalized advice that reflects their unique needs, without compromising their autonomy.
Finnovest has cracked this code. Its platform is designed to engage digital-native investors who expect seamless, mobile-first experiences and reject outdated service models. While they may be skeptical of bureaucracy and allergic to phone calls, they actively seek meaningful, professional advice, delivered on their terms.
This isn’t some future vision — Finnovest is already live and redefining reality in Israel’s financial ecosystem. Its platform powers ‘advise.me’ at FIBI (First International Bank), ‘Smart Invest’ at Discount Bank, and is set to launch soon with one of Israel’s top brokerage firms.
Finnovest analyzes over 50 billion NIS daily, in client portfolios and generates thousands of hyper-personalized, fully compliant investment recommendations — driving over 500million NIS in monthly trading volume, automatically, at scale, and with zero human error.
Retail investors have evolved — they’ve gotten smarter, more digital, and more independent. And just executing trades on an app? It’s no longer enough.
Written with the help of a news-analysis system.