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Fortune

Brokers and Advisers Fight For Millennials’ Money

By Jonathan Chew

For millennials, accustomed to apps and websites that work easily and intuitively, an investing platform’s design can be a deal breaker. That’s creating opportunities for young, programming-savvy entrepreneurs who are as passionate about typefaces and algorithms as they are about managing assets. Jon Stein, the 36-year-old CEO of robo-advising brokerage Betterment, spent the first five years of his career as a consultant to bankers and brokers, coming away with a self-described “disdain” for a Wall Street model that, he felt, “was making money and acquiring customers but not paying attention to them.” Poorly designed trading platforms, he says, were part of that neglect.

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This article originally published December 16th, 2015 on Fortune

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