Betterment
Automated investing, retirement and cash platform for consumers and advisers
Betterment is a large US digital investment adviser offering goal-based ETF portfolios, automated tax-loss harvesting, cash management and small-business retirement plans. It also licenses its platform to independent advisers and has grown by consolidating books such as Goldman Sachs' Marcus Invest accounts.
GAII take
Mature robo-adviser benchmark; its adviser platform competes with custodial tech for smaller RIAs, though AI is incremental here.
Mature robo-adviser benchmark; its adviser platform competes with custodial tech for smaller RIAs, though AI is incremental here.
- Website
- betterment.com
- Headquarters
- New York, NY, USA
- Founded
- 2010
- Company type
- Scale-up
- Funding
- $448M
- Status
- Active
- Founders
- Jon Stein, Eli Broverman
- Buyer
- Retail investorsWealth managers & RIAs
- Asset class
- Multi-asset
- Workflow
- Portfolio construction
- Ai capability
- Agents & automation
- Delivery
- SaaS applicationManaged service / fund
GAII ID GAII-T0062 · Updated 2026-10-22 · Compiled from public sources for educational and informational purposes. Not investment advice.