What does it take to scale a successful robo-advisor? How do you choose whether to partner with an incumbent or another fintech? How do you build a diverse startup team?

It starts with a narrow consumer focus, according to Vicki Zhou, co-founder of WiseBanyan, which offers free automated robo-advisory services to its customers.

“Everything we do is automated; it’s the reason we have no minimums, why we’re able to charge no fees—it’s free for everyone, and that’s really big for us,” Zhou told Bank Innovation during the exclusive Twitter Chat held by BI on Thursday.

When it comes to choosing an automated versus a hybrid approach, it’s key to keep the target customer in mind, according to  Zhou.

“The companies that are trying to create products for people who are older or people who already have built a pretty significant amount of savings or net wealth, they might be looking for the hybrid model,” said Zhou. “What we’re trying to do, we’re really trying to help people get started…people who are trying to save or invest for the very first time.”

In addition to building out robo-service, Zhou discussed ways to craft successful fintech and incumbent partnerships, opportunities to scale in a competitive market, and the importance of diversity when fostering a culture of innovation.

Take a look at the full conversation below: