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Betterment

Betterment is an automated investing and financial planning platform that states it is trusted by more than 1 million customers.

Last updated September 11, 2026

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Overview

Betterment describes its mission as empowering people to build wealth with confidence and ease, combining innovative investing technology with expert service and support across investing and savings, a 401(k) for growing businesses, and a tech-enabled custodian built for independent RIAs. Its official pages state 1 million+ customers and $70 billion+ assets under management. Betterment states it primarily earns revenue through advisory fees (AUM-based or flat monthly fees), and also earns revenue from cash sweep program banks, securities lending activities, and payment for order flow. Sarah Levy is listed as CEO.

Products and positioning

Combines easy-to-use, automated investing technology with great advice; aims to disrupt financial services.

  • Automated investing

    Build long-term wealth with automated investing.

  • Self-directed investing

    Pick your own investments.

  • Custom portfolios

    Design the portfolio you want.

  • Cash Reserve

    High-yield cash offered by Betterment LLC, requiring a Betterment Securities brokerage account; Betterment is not a bank.

  • Checking

    Everyday spending.

  • 401(k) for growing businesses

    A 401(k) offering for growing businesses.

  • Tech-enabled custodian for independent RIAs

    A tech-enabled custodian built for independent RIAs.

Recent events

  • Betterment announced a student loan management service[4]

    Reported:

    Betterment announced a student loan management service within Betterment at Work, offering employers tools to provide loan repayment recommendations and employer matching services as an employee benefit. The service is provided through a partnership with Spinwheel.

  • Betterment announced its acquisition of Gradvisor[4]

    Reported:

    Betterment announced that it would acquire Gradvisor, a provider of personalized college savings plans. Betterment said the acquisition would be used to include 529 plans in Betterment at Work; the deal terms were not disclosed.

  • Betterment announces agreement to acquire Makara[5]

    Reported:

    Betterment announced an agreement to acquire Makara, a cryptocurrency portfolio manager. The acquisition was expected to close later in the quarter, subject to customary closing conditions.

  • Betterment raises growth capital[6]

    Reported:

    Betterment reported raising $160 million in growth capital, consisting of a $60 million Series F equity round and a $100 million credit facility.

  • Betterment acquires Wealthsimple's U.S. investment advisory business[7]

    Reported:

    Betterment acquired Wealthsimple's U.S. book of business. Wealthsimple planned to transfer existing U.S.-based customers to Betterment in the coming months; the deal excludes Wealthsimple's technology, employees, and operations.

  • Betterment announces acquisition of Wealthsimple’s U.S. business[8]

    Reported:

    Betterment announced that it acquired Wealthsimple’s U.S. book of business, including U.S.-based customers and account assets; the deal excludes Wealthsimple’s technology, employees and operations.

  • Betterment appoints Sarah Kirshbaum Levy as CEO[9]

    Reported:

    Betterment announced that Sarah Kirshbaum Levy would become its new Chief Executive Officer; founder and former CEO Jon Stein would remain Chairman of the Board.

  • Betterment and Sure partner to offer cell phone insurance[10]

    Reported:

    Betterment and insurance technology company Sure announced a partnership to provide cell phone insurance to eligible Betterment Checking users who pay their monthly phone bill with a Betterment Visa debit card.

  • Betterment opens checking account to the public[11]

    Reported:

    Betterment opened its Betterment Checking account to the general public on April 21, 2020.

Sources14 sources

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