Betterment

Betterment is a digital financial advisory company founded in 2008 and based in New York City. It is a registered investment advisor and broker-dealer, managing over $56 billion in assets across more than 900,000 customer accounts as of 2024. The company offers a range of services, including automated investing with algorithm-driven portfolio management, retirement solutions such as IRAs and 401(k) rollovers, and cash management through high-yield Smart Saver accounts. Betterment targets individual investors looking for low-cost, automated solutions, including retail clients, climate-conscious investors, and employers offering workplace retirement plans. The company also provides tools for financial advisors to manage client portfolios. Under the leadership of CEO Sarah Levy, Betterment focuses on delivering financial peace of mind through a combination of automated technology and human advice, emphasizing transparent pricing and goal-based planning.