Betterment is the largest Robo-Advisor in terms of number of investors (70,000), and is famous for providing its users with an enriched user experience

betterment

Country: USA
Year: 2010

  • Betterment is the largest Robo-Advisor in terms of number of investors (70,000), and is famous for providing its users with an enriched user experience
  • Betterment is particularly client centric with a simplified experience both on their website and App. The objective is to be closer to their user with very little human interaction
  • Betterment’s regular content updates including posts and videos tutorials make them very transparent to users. They establish a trustworthy relationship with the investors to strengthen customer loyalty.
  • Betterment has teamed-up with Fidelity IWS to launch Betterment Institutional. Fidelity offers information and education on Betterment to its 3,000 RIA firms

Concept

  • Betterment is a Robo-Advisor that targets people investing in order to achieve predefined goals (retirement, financing children studies, building a safety net, etc…). When a goal is considered unrealistic, Betterment makes recommendations to modify it
  • Betterment determines its users’ risk tolerance, asks them for goals (achieving a certain amount of money in a certain time) and makes a recommendation with a personalized asset allocation that the user can adjust it at his will
  • Betterment automatically reinvests the dividends and rebalances the portfolio every quarter to keep the same asset mix
  • It only selects low-cost, highly liquid, index tracking ETFs, to assure desired asset exposure at the lowest cost
  • Betterment also launched a white-label robo-advisor for conventional financial advisors (www.bettermentinstitutional.com)

Consumer Benefits

  • Betterment is really focused on User Experience, everything is made simpler for its users (Web and App design, advices, videos, etc…)
  • Betterment offers personalized services with a human advisor (for accounts above USD500k+)
  • Betterment launched a B2B service to help RIAs (Registered Investment Advisors) enrich their customers’ user experience

How to use 

  • A little video demo on Youtube

Keywords: Robo Advisors; investment

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