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Nowadays, we mainly depend on financial consultants or advisors to conduct risk assessments for individual investors before providing them with any investment advice or recommendations. Individual investors should understand the risk level of their investment choices and their investment decisions should match their risk profile. This process is usually conducted in face-to-face meetings. However, during the recent coronavirus disease 2019 pandemic, which has seriously impacted daily life with social distancing, in order to maintain sustainability, contact-free advising, such as robo-advising, becomes more important. The aim of this paper was to assess customers’ risk in regards to investment and identify important risk factors needed to profile individual risk preferences, in order to prepare for robo-advising. Inductive content analysis is applied to classify 180 questions from 20 risk assessment questionnaires, sourced from banks and investment service providers, into different types. Then, the number of types is reduced by collapsing similar areas into broader higher order categories (the important risk factors). This paper also makes specific recommendations for the implementation of risk profiling in robo-advising.

Robo-Advising Risk Profiling through Content Analysis for Sustainable Development in the Hong Kong Financial Market