Betterment runs an online retail storefront that sells branded apparel, accessories, and gifts. Customers can buy items such as t-shirts, hoodies, onesies, beanies, mugs, and tote bags through the brand’s online shop. The products are designed and marketed with a focus on promoting happiness and a better lifestyle under the motto “Wear Betterment. Pursue Happiness.” Revenue comes from direct sales on the online platform, with prices set regularly and occasionally discounted, leveraging economies of scale as sales grow. Compared with other online retailers offering niche branded products, Betterment differentiates itself by a broad, lifestyle-focused lineup and a clear happiness-centric message aimed at a wide range of customers. The company’s goal is to grow a direct-to-consumer business that makes branded, feel-good merchandise accessible to many shoppers while driving profitability through high-volume sales.
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Industries
Company Size
501-1,000
Company Stage
Debt Financing
Total Funding
$435M
Headquarters
New York City, New York
Founded
2010
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Betterment has added mega backdoor Roth capabilities to its solo 401(k) offering, helping eligible self-employed investors save more for retirement. The feature is open to direct customers and to financial advisors using Betterment Advisor Solutions. A mega backdoor Roth lets participants make extra after-tax contributions and convert them to Roth. Savers can go beyond regular employee and employer limits, up to the plan's overall annual cap of $72,000 in 2026, excluding catch-up contributions. Customers contribute online, get a notification when funds are ready to convert, and start the conversion in their account. Betterment provides the tax forms. Advisors can manage the process for clients with automated tracking tools and reminders. Betterment plans to add the feature to its employer-sponsored 401(k) plans in the coming months.
Betterment Advisor Solutions has launched Unified Managed Accounts (UMAs), enabling advisors to combine multiple investment strategies within a single client account. The platform allows advisors to blend Betterment's model marketplace portfolios with custom strategies as distinct sleeves whilst maintaining coordinated rebalancing and automated tax management across all holdings. CEO Sarah Levy said advisors consistently requested tools to deliver personalised portfolios at scale. The UMAs feature lets advisors configure each investment sleeve independently while Betterment coordinates tax-loss harvesting and rebalancing across strategies. The launch follows Betterment's model marketplace expansion earlier this year, which added portfolios from Goldman Sachs Asset Management, State Street Investment Management, and Vanguard. The company indicated UMAs will support future direct indexing capabilities.
9 things families need from their estate planning data. Vanilla previewed an AI tool for reading client financials on a Wednesday. The next day, Betterment released its own AI document reader. One week later, Vanilla released its version. Client estate planning data is more than that. If your competitive edge was PDF reading, it is no longer unique. AI document ingestion is now a standard feature. This benefits families, as document reading was never the primary challenge. The key consideration is how you use the data after ingestion. Below are nine essential requirements families have for their estate planning data, highlighting that ingestion is only the first step. AI Document ingestion became table stakes in one week. On September 23, Vanilla previewed the Magic Balance Sheet. Advisors upload a PDF of client financials, and AI maps each account for review [1]. The feature went live for customers on September 30 [2]. On September 24, Betterment Advisor Solutions launched an AI document reader. Advisors upload a brokerage statement, and AI fills in the transfer request. Betterment says it does not train its models on client statements. Next, it plans to open the data to agentic workflows before year-end. A Model Context Protocol (MCP) release follows [3]. InvestmentNews called it a week of AI reshaping the advisor tech stack. The question is no longer whether AI belongs. It is which layer AI enters first [4]. Both launches are useful, and neither is a dead end. Vanilla already turns client data into estate diagrams, scenario models, gap reviews, and branded reports [6]. Betterment is developing AI agents that utilize its data. Ingestion is now a baseline requirement, not a differentiator. What families need from their estate planning data. 1. Automation without extra work. Families should be able to upload a document without any extra steps. AI should classify each will, trust, policy, statement, financial plan, tax plan, and balance sheet, and extract all relevant fields. It should then restructure that data into the database for continued use by the client and advisor. Eliminate manual sorting and data entry. 2. An easy & clear reconciliation process. Extraction alone does not ensure accuracy. The platform should verify each value against existing family records. Does the will match the beneficiary designation? Is the trust funded? Is the power of attorney current? A newer will should replace an older one automatically. 3. Visuals families understand. Most families do not read their trust documents, but they understand visual representations. Family trees, asset flows, and charts can simplify complex documents into brief, accessible discussions. 4. Ready to present to clients and partners. Clients and attorneys prefer reviewing slides rather than software interfaces. Insights should export as PowerPoint decks for meetings and partner transitions, letting advisors focus on strategy instead of formatting. 5. Shared access for collaboration. An estate plan involves advisors, attorneys, accountants, and the family. All parties should access the same up-to-date information with appropriate permissions. Emailed attachments quickly become outdated. 6. No duplicate data entry. Each new provider often requires another intake form, leading families to re-enter the same information. Organized estate planning data should transfer seamlessly to the next professional, so families enter it only once. 7. Every service on one platform. Families often do not know whom to contact. A single platform should connect them to vetted providers for wills, trusts, insurance, notarization, estate settlement, and funeral planning. Don't get stuck with one service; bring them all onto one platform. Families choose the provider. The data follows. 8. Estate planning data the family owns forever. Advisors may retire and firms may change software or let subscriptions lapse, but the family remains. Families should keep secure access to their documents and data for life. They can invite relatives and professionals in as needs change. 9. Open to any workflow. Data confined to a single interfacen has limited value. Integrations and MCP connections should allow data to flow to a firm's CRM, planning software, and AI tool, enabling advisors to work within their existing systems. How legacy Keeper delivers all nine. Legacy Keeper considers ingestion the first step, not the final product. It automatically converts estate documents into reconciled estate planning data and assesses each household's estate readiness. It turns the results into family trees, charts, and presentation-ready reports. Families, advisors, and professionals collaborate in one live plan. A service directory covers eleven categories, including attorneys, trust companies, insurance, and funeral planning. Preferred partners receive organized data without requiring re-entry. The family vault is free and provides permanent access. Legacy Keeper supports both U.S. and Canadian estates. Document reading is now a standard feature. The value for families comes from how they use estate planning data. Frequently asked questions. What is estate planning data? Estate planning data is the structured information inside a family's estate plan. It includes beneficiaries, executors, trustees, assets, and account ownership. It also covers the key terms of wills, trusts, and insurance policies. What do families need from their estate planning data? Families need data that is extracted automatically, reconciled for accuracy, and shown in visuals they understand. They need it shared with their professionals, free of duplicate entry, and connected to every service. Most of all, they need to own it for life. What is AI document ingestion for financial advisors? AI document ingestion uses AI to read client documents and turn them into structured data. It works on statements, wills, policies, and more. It removes manual data entry at intake. Is AI document extraction a competitive advantage for advisors? Not anymore. Wealth.com, Vanilla, and Betterment all released document-reading features. The advantage now comes from what the data does for families after extraction. How do advisors avoid duplicate data entry in estate planning? Choose a platform that shares organized data directly with providers across every estate category. That includes wills, trusts, insurance, funeral planning, probate, and notarization. Should families own their estate planning data? Yes. Families should keep access to their documents and data even if they change advisors or software. That continuity protects the family and keeps records current. The organization of and continued access to family estate data is the true value to your clients and their families. References. * Vanilla, "Coming Soon: Use AI to build a Balance Sheet in Vanilla," September 23, 2026. https://www.justvanilla.com/blog/coming-soon-magic-balance-sheet * Vanilla, "What's New in September: AI-Powered balance sheets, Estate Diagrams in Vanilla Scenarios(R), and more," September 30, 2026. https://www.justvanilla.com/blog/product-whats-new-in-september-2026 * Davis Janowski, "Betterment Advisor Solutions Launches AI Document Reader," WealthManagement.com, September 24, 2026. https://www.wealthmanagement.com/artificial-intelligence/betterment-launches-ai-document-reader-for-advisors * Steve Randall, "AI-powered tools reshape wealth management tech stack for advisors," InvestmentNews, September 25, 2026. https://www.investmentnews.com/transformation/ai-powered-tools-reshape-wealth-management-tech-stack-for-advisors/268356 * Microsoft Learn, "Azure Content Understanding in Foundry Tools document solutions," updated August 2026. https://learn.microsoft.com/en-us/azure/ai-services/content-understanding/document/overview * Vanilla, "Product Overview," accessed October 1, 2026. https://www.justvanilla.com/product Educational only. This article is not legal, tax, or investment advice. Product information reflects publicly available sources as of October 1, 2026. Verify current vendor features before you decide.
Betterment turns Drake Maye's perfect Spiral into 'breaderment' Created by Another Thing, the campaign sees Ann Michael Maye transform Drake's football 'Perfect Spiral' into a limited-edition cinnamon swirl loaf Editorial Series Campaigns and creative work from across the globe, all in one place. New England Patriots Quarterback Drake and his wife Ann Michael Maye have partnered with wealth management platform Betterment for new national 'Breaderment' campaign from Another Thing, which features Ann Michael creating the 'Perfect Spiral' cinnamon swirl bread. The partnership ties in nicely because Ann Michael is a baker and has become widely known on social for her baking content. "When Betterment came to us with the idea for the 'Breaderment' campaign, I thought it was the perfect way to bring Drake and me together for something we both enjoy. I love baking, he loves football, and somehow we ended up turning 'making bread' into actual bread. It felt like a really fun way to bring both of us into the idea," said Ann Michael Maye. To celebrate the campaign, Betterment and Ann Michael have teamed up with Boston's Flour Bakery and co-founder Joanne Chang to recreate the limited-edition loaf at participating Flour locations October 2-8th, while supplies last. The loaves will be available for free while supplies last. Customers simply need to say 'BREADerment' at the register.
Betterment brings ai-powered client onboarding to advisors. 6 hours ago Betterment. (2026, September 24). Betterment brings AI-powered client onboarding to advisors. PR Newswire. https://www.prnewswire.com/news-releases/betterment-brings-ai-powered-client-onboarding-to-advisors-302888703.html * Betterment launched an AI-powered document reader within its Advisor Solutions platform to streamline client onboarding for registered investment advisors. * Advisors upload brokerage statements and the AI parses them to populate transfer request information in approximately 30 seconds, replacing manual data entry. * CEO Sarah Levy said the release extends Betterment's 15-year effort to democratize wealth management, describing AI as "the next expression of that work" and enabling "a smoother first experience for new clients." * Customer data does not train AI models and sensitive information receives encryption protection. * The release follows earlier AI implementations including an AI-enabled Account Recommender for retail customers and Custom Portfolios with AI Insights. * Betterment plans additional AI applications across all business divisions before year-end 2026, including agentic workflows and Model Context Protocol releases for its advisor platform. * The company serves over 1 million customers and approximately $70 billion in assets across retail investing, workplace retirement plans, and RIA custodial services.
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Industries
Company Size
501-1,000
Company Stage
Debt Financing
Total Funding
$435M
Headquarters
New York City, New York
Founded
2010
Find jobs on Simplify and start your career today
Don't see your dream role? Check out thousands of other roles on Simplify.Browse all jobs