Overview

Betterment operates an online retail platform that specializes in selling branded apparel, accessories, and gifts. The company designs a variety of products, including t-shirts, hoodies, onesies, beanies, mugs, and tote bags, all aimed at promoting a positive lifestyle and happiness. Customers can purchase these items directly from Betterment's website, where products are listed at regular and sale prices, making them accessible to a wide audience. Unlike many competitors, Betterment focuses on creating a unique brand identity that emphasizes well-being and happiness through its merchandise. The company's goal is to attract a diverse clientele and generate revenue through direct sales while promoting a lifestyle that encourages happiness.

Simplify's Take

What believers are saying

• Betterment's acquisition of Ellevest's robo-advice business expands its market reach.
• The launch of solo 401(k) solutions targets independent advisors and self-employed clients.
• Betterment's new Bitcoin and Ethereum portfolio taps into the growing crypto market.

What critics are saying

• Increased competition from traditional financial institutions in the robo-advisory space.
• Recent management fee hikes may lead to customer dissatisfaction and attrition.
• Integration challenges from acquiring Ellevest's robo-advice business could disrupt operations.

What makes Betterment unique

• Betterment offers a unique combination of automated investing and lifestyle products.
• The company provides a low management fee of 0.25% for its investment services.
• Betterment's RetireGuide helps users assess long-term financial goals through online surveys.

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Funding

Total Funding

$435M

Above

Industry Average

Funded Over

7 Rounds

Notable Investors:

Bessemer Venture Partners

Notable Investors:

Bessemer Venture Partners

$60,000,000

Series F

Sep 2021

Series F funding comparison data is currently unavailable. We're working to provide this information soon!

Series F Funding Comparison

Coming Soon

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