Most investors are just like you and me. We have a basic portfolio which we needed managed cheaply. But... huge amounts of assets are held by people/companies

Most investors are just like you and me. We have a basic portfolio which we needed managed cheaply. But... huge amounts of assets are held by people/companies that may have odd holdings (ultra concentrated positions) or odd needs (liability matching). Those people/companies may need algorithms to help them move their portfolio to an optimal portfolio with minimum cost.