The financial advisory landscape has undergone a seismic shift with the advent of digital technologies. One of the most notable innovations in recent years has been the emergence of robo-advisors, automated platforms designed to provide algorithm-driven financial planning and investment services. As Generation Z, individuals born roughly between the mid-1990s and early 2010s, begins to enter adulthood and navigate their financial futures, understanding their perceptions and preferences towards financial advisory services becomes increasingly crucial. This qualitative exploratory case study endeavors to delve into the nuanced perspectives of Generation Z regarding robo-advisors compared to traditional full-service financial advisors. While much research has examined the adoption of financial technologies among older generations, such as Millennials and Generation X, there remains a dearth of literature specifically focused on the attitudes and behaviors of Generation Z towards financial advisory services. Generation Z represents a unique cohort characterized by digital nativism, having grown up in an era dominated by the internet, smartphones, and on-demand services. As such, they possess distinct expectations and preferences regarding technology-mediated services, including those within the realm of financial management. Understanding how this cohort perceives and engages with robo-advisors, which epitomize the intersection of finance and technology, is imperative for financial institutions, policymakers, and industry stakeholders seeking to cater to the needs of this burgeoning demographic. Moreover, this study aims to juxtapose Generation Z's perceptions of robo-advisors with their views on traditional full-service financial advisors. While robo-advisors offer convenience, accessibility, and cost-effectiveness, traditional advisors tout personalized guidance, human touch, and holistic financial planning expertise. Exploring how Generation Z weighs these contras
