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Robo-advisors are online wealth management platforms that provide tailored automated investment solutions. First platforms were located in Silicon Valley in 2011 and since then have enjoyed continuous success among private investors all over the world. Thanks to the simplification of the relation between investors and advisors through digitalisation, low fees and good performance achieved through the use of personalized algorithms, new investor segments are approaching to digital wealth management. Although the Italian market is still at early stage it is growing fast. The aim of this paper is to highlight the business and investment strategies of the most popular robo-advisor platforms oriented towards the Italian digital wealth management and to underline the key factors to succeed in this market: (1) a complementary team, where every team component has his own domain of expertise; (2) a personalised investment offer, understanding the needs of the clients; (3) a performing algorithm that is able to generate Alpha in the long run. [ABSTRACT FROM AUTHOR]