The US wealth management industry is undergoing significant transformation, meeting its challenges by leveraging technology. Financial advisory services are evolving from a traditional personal relationship approach to one of automation, emphasizing lower costs. New entrants are disrupting the market with innovative products and services, and established participants are adapting to the changes or losing market share. Assets are growing while the number of human financial advisors is shrinking. New operating models include discount and online brokerages and robo-advisors.