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.