Our pursuit: to create the perfect investment management service

Jon's friends often asked, "What should I do with my money?"

With a decade of experience in finance and as a CFA charterholder, Betterment CEO Jon sought an investment service that would deliver the best possible results and save him time and money. A service to build wealth, yes, but more importantly give him the peace of mind and the time to pursue his career and enjoy other things in life.

But every product he found was time-consuming and thoughtless. Whatever technical innovation he found seemed to benefit traders, but left his professional peers and sophisticated investors no better off than they were two decades ago.

Jon saw an opportunity to make investment management better through the thoughtful application of technology, which could optimize any portfolio, whether $10,000 or $10 million. He assembled an expert team of engineers, quants, and designers, and together they re-imagined what an investing product should be: efficient, accessible, and delightful.

At Betterment, we are creating a world where investing better is accessible to everyone. We have built a financial utility that provides the obvious, smart answer to "What should I do with my money?"

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