I think there is a place in the world for a company which simply minimizes risk for individual investors by alerting them of their factor exposures.

I'm sure there are people that are heavily invested in long duration bonds that do not understand how much interest rate risk they are taking.

Its a little different from a Robo advisor, but I'd probably pay 0.05%+ (5 basis points) annually to know my factor exposures.

I am likely exposed to factors that I am not even aware of.