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DIGITAL WEALTH: Betterment gives in to its premium retail clients and drops its $100k minimum

Roboadvice – the automation of wealth management services – continues to put pricing and product pressure on the industry. Traditionally, financial advisors assess their fees as a percentage (1-2%) of the individual portfolio amounts they manage. Portfolio minimums have safeguarded the work expended by advisors in relation to the percentage fees earned. Roboadvisors like Betterment or Acorns feature lower barriers for customers as a result of their digitally native infrastructure, and thus low minimum balance requirements for a fixed set of portfolios - which require little human input. This not only enhanced B2C business for such Robos (i.e., individual investors opening accounts), but also B2B business (i.e., other financial firms using roboadvice powered platforms on behalf of clients). Betterment recently acknowledged dropping its $100k portfolio minimums for its 40bps premium service which gives retail clients the flexibility to customize their exposure in certain asset classes. We see this move in two ways, (1) to cater to the customers demanding greater flexibility, and (2) attracting and capturing customers from the ever-present competition, such as Acorns, Wealthfront, and Schwab.

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Source: Valuewalk (Wealth management), Betterment (For Advisors)