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April Rudin taxis in to Betterment HQ to see how the robo-advisor will fare

By April Rudin

I was standing at the corner of Park Avenue and 51st (around the corner from the offices of the Blackstone Group) in a throng of people waiting to cross.

Maybe I am a pathological student of marketing but I found myself contemplating the taxis that whizzed by with their various advertisement toppers. “Flash Dancers Gentleman’s Club” screeched one. “Top Man by Top Shop” barked another. “Betterment: Investing Made Better,” whistled a third. Wait, what?! Betterment Inc.? A robo-advisor? My worlds of New York, marketing and the wealth management business had collided on a fume spewing yellow cab.

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This article originally published December 15th, 2014 on RIABiz


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