How Betterment enables 91% of users to maintain a higher median account balance with Plaid

Betterment, founded in 2008 during the global financial crisis, is a New York-based online financial advisor with over $33 billion of assets under management and 730,000 customers. It pioneered automated technology to make investing easier, offering two services: Betterment Digital for automated portfolio management and Betterment Premium for access to certified financial planners. To improve user onboarding and provide personalized finance insights, Betterment partnered with Plaid, a platform that simplifies the process of connecting users' outside financial accounts. This partnership has enabled 91% of users to maintain a higher median account balance.