While working in tech, Heidi Zak begrudgingly went to the mall to shop for bras and thought, “There has to be a better way.” So she built one. Thirdlove pioneered a new kind of bra shopping with inclusive half-cup sizes and a digital fitting room to help people feel confident from the start. Committed to body positivity and representation, the brand redefined what it means to find the right bra. Today, Heidi brings that same innovative mindset to her team’s financial well-being. By offering the Betterment 401(k), it’s now easy for Thirdlove employees to save and invest for what’s ahead.