Nest Wealth Asset Management Inc. (Nest) was a new Canadian robo-adviser based in Toronto. The company competed not only against large incumbents such as Canadian banks but also against other financial technology start-ups. In April 2015, Nest's main competitor had just aligned with a significant partner that had abundant financial resources and broad market access. Nest's chief executive officer needed to consider the best option for the company's future: Should he maintain the current business-to-consumer model by maintaining a focus on scaling and expanding Nest's consumer base, or should he explore a business-to-business model by leveraging Nest's technological capability and offering technology to human advisers?
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