Betterment LLC

Betterment is an American financial advisory company that provides digital investment, retirement, and cash management services. Founded in 2008 by Jon Stein and Eli Broverman, the company launched in 2010 with a mission to make investing simple and affordable for everyone through technology. Operating as a fiduciary, Betterment is headquartered in New York City at 450 West 33rd Street, Floor 11, and aims to improve financial outcomes for its clients by acting in their best interest.

The company's offerings include automated investing, high-yield cash management solutions like Cash Reserve and Checking, and various retirement planning options such as IRAs and 401(k)s. Betterment also provides crypto investing, trusts, financial planning, and advanced tax optimization strategies like tax-loss harvesting. Its services cater to diverse market segments, including individual retail investors, financial advisors through Betterment Advisor Solutions (formerly Betterment for Advisors), and businesses via Betterment at Work (formerly Betterment for Business).

Sarah Levy has served as CEO since December 2020, leading the privately held company in its strategic growth. Betterment has expanded its market presence through key acquisitions, including Makara, a crypto portfolio manager, in February 2022, and the automated investing businesses of Ellevest in 2025 and Marcus Invest from Goldman Sachs in 2024. In March 2026, the company launched an AI-enabled Account Recommender tool, further integrating artificial intelligence into its platform. As of December 2025, Betterment managed over $65 billion in assets for more than 1 million customers.