PurposeThis paper explores the current state of Robo-advisory services in India. This paper further highlights the problems experienced by the service providers in disseminating the innovative business model among the Indians.Design/methodology/approachThe study adopts a qualitative approach to investigate the industry experts by conducting semi-structured interviews. The data collected were transcripted and further analyzed using the content analysis technique. Finally, the authors utilized categorization and coding techniques to frame broad study themes.FindingsThe study findings reveal that the three pillars of Robo-advisory are ease and convenience, the time factor and transparency in operations. Robo-advisory services are still at a nascent stage in India. Furthermore, keeping the sentiments of Indians in mind, FinTech companies could combine automated Robo-advisory with a human touch of a wealth manager for optimal advisory services.Research limitations/implicationsSince the present study is qualitative, the authors cannot generalize the study results. Future research can focus on empirically proving the constructs of the study using quantitative methods.Practical implicationsRobo-advisors have a well-established market in developed nations but are still nascent in developing countries like India. The current focus of service providers and regulatory authorities must be to increase awareness among investors by educating the investors and building trust.Originality/valueThe present study is the first to qualitatively synthesize the challenges faced by the FinTech service providers in the Indian market.