It is today axiomatic that technology, its ubiquity fueled by the API and the Cloud based platform, is a lever for innovative startups to catch or even leapfrog their rivals. And yet with few exceptions, disruption to the business of the major wealth management players has been muted. Large incumbents like Charles Schwab, Morgan Stanley, JPMorganChase, Bank of America, and UBS have leveraged economies of scale to swamp or coopt independent robo advisors and other insurgents.