to Launch Goal Feature at FinovateFall 2011

Media Contact:
Johanna Scott

New Tool Offers Advice and Recommendations to Help Customers Set and Achieve Financial Goals

(New York, NY – September 13, 2011) Betterment (, the smart way to invest online, has announced it is launching a revolutionary addition to its investment accounts: a goal-based investing tool. Betterment will unveil the new feature at FinovateFall (Sept 20-21 2011), just one year after the site originally launched to great accolades in 2010. The goal feature offers account holders advice for achieving financial goals and a platform to immediately start investing, based on this advice.

“We built Betterment to empower people to invest the right way. The goals feature is an extension of that foundation, offering actionable and achievable advice that is unique to each individual customer,” said Jon Stein, CEO of Betterment. “A year ago, we announced that we’d built an entire trading platform from scratch. A first-of-its-kind product that was smart and accessible. These sophisticated foundations have allowed us to grow our site into an even better way to invest.”

Betterment’s new goal feature allows customers to maintain sub-accounts within their primary account. Each sub-account can be set for a different goal, such as retirement, a vacation, or education. Betterment provides advice on achieving each goal – including recommendations on how much to invest and how often – based on the investor’s time frame, initial deposit, and level of risk. The investment strategy for each goal is fully customizable. Investors can transfer money between goals, set separate allocations for each goal, and set up automatic deposits for multiple goals.

“We’re thrilled to have Betterment back at Finovate to debut their newest financial technology innovation,“ said Eric Mattson, CEO of Finovate. “Their powerful but simple investing platform was a favorite with attendees last year, winning Best of Show, so it’s great to have them back again to debut their latest and greatest.”

All of the complexities and time-consuming tasks of a well-managed investment account – such as selecting a diversified portfolio, re-balancing, and dollar cost averaging – are made easy and efficient in Betterment’s sophisticated platform. The new goal feature encompasses Betterment’s smart, intuitive approach, allowing customers to set up a goal in just four clicks.

Betterment integrates the simplicity of an online bank account with the higher long-term returns associated with investing in a diverse portfolio of stocks and bonds. Signing up at takes just minutes. There’s no minimum balance, and transfers and trades are always free.

For more information on Betterment, visit:

About Betterment:

Betterment is a groundbreaking online investment advisor and brokerage dedicated to helping busy people invest for their long-term goals with ease. Betterment achieves this through low-cost, well-grounded, and automatically implemented financial advice designed for smart, busy people. Set-and-forget accounts are optimized for each user, broadly diversified, regularly rebalanced–and still provide the liquidity and simplicity of an online bank account. This suite of services is unavailable anywhere else, including the large investment firms. Voted “Best of Show” at FinovateFall 2010 and honored as “New York’s Best Startup” by TechCrunch, Betterment is smart investing without hassles. For more information, please visit Follow Betterment on Facebook: and Twitter: @betterment.

About Jon Stein, co founder & CEO Betterment:

Jon Stein is reinventing the investing industry. After seeing product after product that made the investing process more complicated than it ought to be, he set out to create a broadly accessible investment company that would help investors achieve the best return (factoring in costs) for the least risk. Passionate about helping people make smart decisions with their money, he founded in 2008.

Previously, Jon spent his career developing financial products, platforms, and investment strategies for international banks, brokers and other financial institutions, and advising them on strategies to mitigate the risks inherent in their products. Most recently, Jon held the position of senior consultant at First Manhattan Consulting Group, where he counseled a number of the world’s most prominent financial institutions. Jon has in-depth knowledge of retail banking and investing and is a Chartered Financial Analyst (CFA). Jon is a graduate of Harvard University and Columbia Business School.

About FinovateFall: FinovateFall is a demo-based conference for innovative startups and established companies in the fields of banking and financial technology.  Held in New York City, the event offers an insight-packed glimpse of the future of money via a fast-paced, intimate and unique format.  FinovateFall is organized by The Finovate Group.  For more information on the event, or to view videos of previous demos, please visit

Media Contact:

For more information on Betterment and to arrange an interview with CEO, Jon Stein, please contact Johanna Scott: or 212.219.1239.