Fintech Watchlist Company Profile—Betterment

To Avoid Being Disrupted, Legacy Wealth Management Companies Should Embrace Robo-advisory to Address New Areas Of Growth
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Published: 11 Dec 2017

The study covers one of the leading Robo-advisor in the United States. Betterment, that started offering online wealth management advice to the masses, has moved much beyond and rolled out a series of products to cater to the full stack of the market. In the study, Frost & Sullivan has presented the evolution of Betterment tracking back from its starting point in January 2008, when it launched is the first product to launching several products. We have also looked at the explosive growth attained by the company and explored key strategies adopted by the Betterment to attain growth. As with most FinTechs, technology is at the heart of Betterments' offering using machine learning to generate personalized investment advice with minimum or no human interference. While this is the main foundation of its offering, it has gone on to add many new feature sets to the offering that not only has helped differentiate but also enabled it to attain a competitive edge over its competitors. Betterment competes with various other Robo-advisors such as Wealthfront, Acorns, safe, but also established wealth management companies such as Vanguard Group and Charles Schwab.


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