This chapter examines the evolving landscape of robo-advisory services through the lens of market responses from various players across both emerging and developed economies. While robo-advisors entered the financial services scene with the promise of revolutionising investment management through offering automation, scalability, and greater accessibility to everyday investors, recent developments suggest a more complex reality. In the past few years, several major global banks, including Goldman Sachs, JPMorgan Chase, and UBS, have notably scaled back or exited their robo-advisory adventures. The primary driver behind this retreat is profitability. Although robo-advisory platforms are efficient and low cost, they charge minimal advisory fees and often require low account minimums to attract mass retail clients. This business model also struggles to cover the substantial costs involved in client acquisition, compliance with regulatory frameworks, and ongoing technology maintenance. As a result, maintaining financial sustainability at scale becomes increasingly difficult for firms. Despite these setbacks among legacy banks, there are successful and inspiring players. Firms such as Vanguard and Betterment showcase how digital platforms can succeed when they deliver a clear and compelling value proposition to a well-defined market segment. Looking beyond mature markets, emerging economies also present significant opportunities for robo-advisory expansion. Countries such as India, South Africa, China, and those in the Middle East are showing increasing interest in digital wealth management. These regions benefit from a rising middle class, high mobile penetration, and a growing appetite for tech-enabled financial solutions.