Holly Mackay, founder and CEO of Boring Money, has said the folding of Nutmeg into JP Morgan’s parent brand signals the end of robo-advice as a stand-alone category in the UK. Her comments follow JPMorgan Chase’s announcement today (1 October) that it will rebrand digital wealth manager Nutmeg as part of its broader push into the UK retail investment market with the launch of J.P. Morgan Personal Investing. Mackay said: “It was inevitable that JP Morgan would move Nutmeg under the parent brand eventually. Wall Street just doesn’t do brands like Nutmeg. Its integration into JP Morgan underscores the shifting dynamics of the retail investment market, where established financial services groups are increasingly absorbing or outcompeting smaller fintech challengers.