Examining the adoption of financial robo-advisor as a service (FRAaaS) in Saudi Arabia: the mediating role of personal innovativeness

Robo-advisors are widely regarded as an evolving technology-as-a-service model within the financial services sector, offering significant benefits for wealth management and investment. These platforms are particularly appealing to small and young investors due to their lower costs and user-friendly interfaces. This study conceptualizes this model as Financial Robo-Advisor as a Service (FRAaaS) to emphasize its nature as a digital, on-demand advisory solution. Given the growing importance of FRAaaS, this study examines the factors influencing users’ personal innovativeness (PI) and behavioral intention (BI) to adopt such services in Saudi Arabia, with a particular focus on the mediating effect of personal innovativeness. A total of 238 valid responses were collected. The data were analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) and Necessary Condition Analyses (NCA) to test the proposed model. The results revealed that performance expectancy (PE) and facilitating conditions (FC) have a positive impact on the BI to adopt financial robo-advisors. Moreover, PI was found to mediate the relationship between EE, FC, and BI. NCA findings state that EE and FC are necessary conditions for PI, whereas EE, FC, and PE are necessary for predicting BI to adopt FRAaaS. This study contributes to a broader understanding of the determinants of financial robo-advisor adoption in Saudi Arabia using PLS-SEM and NCA findings. It also offers practical and theoretical implications for robo-advisory firms, investors, and policymakers seeking to further develop robo-advisory services in the region.