Online advisory services have become ubiquitous and are playing a more vital role in people’s lives. From online loan terms exploration to health care eligibility self-assessment, various services are delivered to clients through online advisory tools. Government agencies in particular are offering such services to the public. Due to increased awareness that government service delivery should b...

This article describes the individualisation of advisories in the financial services sector, especially the consideration of situations and roles. An important aspect in this context is the connection between the requirements imposed by the law (consumer protection and data protection) and the individualisation. Discussing this topic the article concludes that the individualisation benefits fro...