Betterment

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Betterment is an American financial advisory company which provides digital investment, retirement and cash management services. The company is based in New York City. Betterment LLC is a registered investment advisor, registered with the Securities and Exchange Commission, its affiliate Betterment Securities is a broker-dealer and member of the Financial Industry Regulatory Authority (FINRA). As of mid-2026, the company reported managing more than $70 billion in assets under management for over one million customers. Betterment was founded in 2008 in New York City by Jon Stein, a Columbia Business School MBA graduate, and Eli Broverman, a graduate of NYU School of Law. Betterment, LLC was organized as a Delaware limited liability company on April 7, 2009. The parent company for Betterment LLC and Betterment Securities, Betterment Holdings, Inc., was established in Delaware on January 29, 2008. The company launched at TechCrunch Disrupt New York in May-June 2010, where it was one of five finalists and was named "Biggest New York Disruptor". Within a day of launching, nearly 500 people had signed up, and more than 20 investment firms contacted the company seeking further financial information. Betterment's business model includes three areas of business: retail investment, a platform for advisors, and a 401(k) product for businesses.