Jonathan Stein, for one, spent two years building a system and overcoming steep regulatory hurdles before he was able to launch Betterment, an online bank and investment company that last year won the TechCrunch Disrupt best New York City startup award and a best-of-show award at Finovate, a conference that showcases financial technology innovations.

“It’s very important to be building something that will help people, help them manage their money better,” said Mr. Stein.

It’s important to be building something that will help people if you’re going to bother creating something new. Helping with money management is incidental – it just so happens to be an area that we know well where a lot of folks need help.

Also, for those keeping score, we are not a bank, nor an investment company. Betterment is an investment advisor and Betterment Securities is a broker-dealer – that’s the only way we’re able to offer the seamless services that we do.