This paper aims to explore the pressing need for regulation of Robo Advisory services. Specifically, the study also exposes certain propositions that could help regulators to be more diligent while attempting to formulate guidelines on the regulation of Robo advisory services. This study employs a two-step approach to examine the need for regulation in Robo advisory services. First, semi-structured interviews were conducted with industry experts, regulators, and investors to capture the miscellaneous perspectives and experiences of experts. Secondly, a structured content analysis was performed that involved systematic coding and categorization of the interview transcripts, allowing for the identification of emerging themes related to the need for regulation in Robo advisory services. The analysis revealed several significant themes that underscore first investor protection which emerged as a paramount concern, given the automated nature of these platforms can create potential vulnerabilities and challenges in safeguarding investors’ interests followed by business compliance with regulatory requirements to maintain the integrity and accountability of Robo advisory platforms. This article is the first of its kind to explore why there is a need for regulation of Robo Advisory services. The value of this article is to give a direction to call for a sound regulatory framework for Robo advisory services.