Embedded-finance provider tracked in the Embedded Finance Index — disclosed by 4 companies across 1 category.
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Founded in 2008 and launched in 2010, Betterment pioneered the US robo-advisory market, building an automated investing platform for retail consumers. Over time it expanded horizontally into 401(k) administration (Betterment at Work), RIA custody and reporting (Betterment Advisor Solutions), and banking-adjacent products like Cash Reserve and Checking. The acquisition of Makara in 2022 added crypto portfolios. Betterment now positions itself as a full-stack personal finance OS, layering checking, high-yield cash, investment management, crypto, retirement, and now credit (SBLOC) into a single platform — while remaining reliant on partner banks and third-party infrastructure for regulated activities.
Other Retirement / Wealth providers in the index, by the number of companies that disclose them. A count of public disclosures, not a ranking of the products.
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alt="Ranked #6 of 37 in Retirement / Wealth — Embedded Finance Index 2026">
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<img src="https://www.embeddedfinanceindex.com/api/badge/betterment/install" width="1" height="1" alt="" style="display:none">4 companies are linked to betterment in the Embedded Finance Index 2026, through their own public disclosures or betterment's published customer list, including Invictus, Third Love, Workday and Chicory.
betterment is an embedded-finance provider in Retirement / Wealth. It ranks #6 of 37 Retirement / Wealth providers by linked companies.
The most-named Retirement / Wealth alternatives to betterment are Drivewealth (16 buyers), Vestwell (15 buyers), guideline (11 buyers), Betterment at Work (6 buyers), Atomic Brokerage (4 buyers) and Empower (4 buyers).
betterment is founded in 2008 and headquartered in New York, New York, USA.
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