Free for 90 days: Sign up now and get 90 days managed free after your first deposit. See offer details

Betterment's Story

The First Automated Investing Service to Manage Funds for 50,000+ Customers

More people invest with Betterment than all the other automated investing services combined.

Articles by Jon

By Jon Stein
CEO & Founder, Betterment
Published: December 3, 2014 | Updated: May 10, 2018

More people invest with Betterment than all the other automated investing services combined.

We have more than $1 billion in assets under management, driven by word of mouth.

In 2010, our first customer invested his money with Betterment. It was a vote of confidence in our mission to democratize investing.

Four years later, I am proud to announce we have surpassed 50,000 customers, and hundreds more are joining Betterment each day. We have more customers than all other automated investing services combined. These numbers show me that our mission is succeeding.¹

TimeChart.3 (1)

Answering a need.

Betterment started with the simple idea that financial services should be better. That’s our name. Make it Better. We started with that premise, and asked customers what they wanted from us.

What we heard most was, “What should I do with my money?” We sought to provide the best possible answer to that question.

Today, we are accomplishing that with innovative technology and behavioral design that help our customers make smarter choices for their money.

Betterment makes it easy to be a smarter investor. With our automation and behavior-based design, we can help add an additional 1.48% net investor returns compared to the average DIY investor.²

Growth is only the beginning.

In the last year alone, we welcomed more than 25,000 new customers driven by word of mouth. Our customers have entrusted us with more than $1 billion of their money.

We are nearly 3x larger in customer size than the next closest automated investing service.

As we grow, we can put more data and resources to work to improve what we can do for customers. This year, we launched features such as Tax Impact Preview, TaxMin, and Tax Loss Harvesting+, making us the most tax-efficient automated investing service available.

Expect more. In the coming year, new features will expand the reach of Betterment’s smarter technology. Our planning-based approach to investing will help more customers empower their financial futures, with or without advisors.

What makes us different?

We have done what no other investment management service has done in the 21st century. We reimagined trading and management systems from the ground up to improve the efficiency of investing, but to also help people make better decisions with responsive design and more sophisticated advice models.

While we rely on world-class engineering and software to handle the transactional side of investing, we also have a stellar group of customer service experts who are available seven days a week to answer your questions over the phone.

We believe that smarter investing means a collaboration between people and computers, complementing each other’s strengths and mitigating their weaknesses, improving on both. That’s what we can do for you.

Join us.

If you’re not a Betterment customer, sign up today and see why 50,000 people are investing their money with us. If you’re already using Betterment, keep referring your friends. If you refer three friends who fund an account, we’ll reward you with a whole year free.

Please continue to give us your feedback so that we can keep refining the Betterment experience and building features that delight customers like you.

¹Based on Betterment’s review of account numbers self-reported in the SEC’s Form ADV as of November 19, 2014, across Betterment’s survey of automated investing services.

² Read how we calculate this number here:

Recommended Content

View All Resources
How to Use 2018’s Market Volatility to Your Advantage

How to Use 2018’s Market Volatility to Your Advantage

The latter half of 2018 was a period of increased volatility. We view this as an opportunity for every investor.

Jon Stein on “How I Built This:” Reflecting on Our Story

Jon Stein on “How I Built This:” Reflecting on Our Story

Jon Stein joins NPR’s Guy Raz for an episode of “How I Built This” to look back at how Betterment started, what mistakes were made, and how they turned into learnings for the robo-advisor we are today.

Investing’s Pain Gap: What You Put Up With To Earn Returns

Investing’s Pain Gap: What You Put Up With To Earn Returns

Markets are frustrating—especially when you look at a year’s worth of returns. Year to year, you can easily experience what we call the pain gap. The key is to not let the pain gap create a behavior gap between your account and market performance.

Explore your first goal

Safety Net

This is a great place to start—an emergency fund for life's unplanned hiccups. A safety net is a conservative portfolio.


Whether it's a long way off or just around the corner, we'll help you save for the retirement you deserve.

General Investing

If you want to invest and build wealth over time, then this is the goal for you. This is an excellent goal type for unknown future needs or money you plan to pass to future generations.


Search our site

For more information and disclosures about the Betterment Resource Center, click here. | See our contributors.