Effective market will kill the alpha, or they have to double down in efforts to update software to keep it profitable.
By selling the software, perhaps JPM can save money by laying off more advisors. A little bit like supermarkets making customers scan their own groceries. JPM sells the software, makes money, lays off staff and thereby saving more money. And then there is the theory that JPM no longer carry responsibility of any failed trading advice, as customer thinks they can now have better trading control with using their own decision logic. Customer feels powerful as they now have bells & whistles software, however giving a monkey a flight manual doesn't guarantee it can fly a plane.