Betterment

Betterment is the largest independent robo-advisor in the U.S., founded in 2008 by Jon Stein and Eli Broverman and headquartered in New York. The firm manages over $50 billion in assets across more than 800,000 customer accounts, making it the second-largest digital wealth platform after Vanguard Digital Advisor. Betterment pioneered the goal-based investing approach, where clients set specific objectives (retirement, emergency fund, home purchase) and the platform builds and maintains a portfolio calibrated to each goal's time horizon and risk profile.

The platform's core investing product uses diversified ETF portfolios across global equity and fixed income, with 14 distinct portfolio strategies including Core (standard index), Socially Responsible (SRI), Climate-Conscious, Smart Beta, Target Income, and a cryptocurrency portfolio through Betterment Crypto. Automated rebalancing, daily tax-loss harvesting, and tax-coordinated portfolios are included at the 0.25% annual advisory fee tier, with no minimum balance. A Premium tier at 0.65% (requiring $100,000+ balances) adds unlimited access to CFP professionals for comprehensive financial planning. Betterment also offers a high-yield cash account (Cash Reserve) currently paying competitive rates, Checking accounts, and SEP IRAs, Solo 401(k)s, and 529 college savings plans — making it one of the more comprehensive robo offerings for investors who want most of their financial life on a single platform.