Betterment
An automated investing platform offering robo-advisory and cash accounts.
Betterment at a glance
Betterment is a finance & banking website and one of the most visited sites in United States, currently ranked #472 in the country. It was founded in 2008 by Jon Stein, Eli Broverman and is headquartered in New York, NY, USA. Today Betterment is owned by Betterment Holdings. Our estimates put its audience at ≈ 8 million visits per month. The business earns money mainly through advisory fees, cash management fees. Its closest rivals include wealthfront.com, acorns.com, vanguard.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 7.5 million / month | +2% |
| Q2 | ≈ 7.8 million / month | +3% |
| Q3 | ≈ 8 million / month | +3% |
| Q4 | ≈ 8.5 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 2.4 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| betterment | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in United States
Company information
- Website
- betterment.com
- Sector
- Finance & Banking
- Owner
- Betterment Holdings
- Owner type
- Private company
- Founders
- Jon Stein, Eli Broverman
- Founded
- 2008
- Headquarters
- New York, NY, USA
- Employees
- 400+
- Ownership
- Betterment Holdings controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $250 million annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $250 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Betterment operates a bank and digital financial platform focused on United States. An automated investing platform offering robo-advisory and cash accounts. Revenue comes mainly from advisory fees, supported by the other lines listed below.
- Advisory fees
- Cash management fees
Products & services
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #472 in this index
- Sector rank
- Leading finance & banking site in United States
- Global rank
- 7000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| wealthfront.com | ≈ 4.8 million / month | #473 class competitor | — |
| acorns.com | ≈ 3.6 million / month | #474 class competitor | — |
| vanguard.com | ≈ 2.4 million / month | #475 class competitor | — |
What is Betterment?
Betterment (betterment.com) is a bank and digital financial platform serving users in United States. An automated investing platform offering robo-advisory and cash accounts. It ranks #472 among the most visited websites in the country in this index, within the finance & banking category.
Who owns Betterment?
The site is operated by Betterment Holdings, founded by Jon Stein, Eli Broverman. The company was established in 2008 and is headquartered in New York, NY, USA. It employs around 400+.
Traffic and audience
Traffic estimates place Betterment at roughly 8 million visits per month, about 0.3 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How Betterment makes money
Revenue comes primarily from advisory fees, alongside cash management fees.
Competitors in United States
Its closest rivals include wealthfront.com, acorns.com, vanguard.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2008
Betterment is founded in New York, NY, USA.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #472 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns Betterment?
Betterment is operated by Betterment Holdings. Private company structure, based on public filings and press reporting.
Where is Betterment headquartered?
Betterment is headquartered in New York, NY, USA.
When was Betterment founded?
Betterment was founded in 2008 by Jon Stein, Eli Broverman.
How many employees does Betterment have?
Betterment employs approximately 400+ people.
What is Betterment's revenue?
Betterment's revenue: ≈ $250 million annual revenue (est.).
Who are Betterment's competitors?
Main competitors in United States include wealthfront.com, acorns.com, vanguard.com.
How does Betterment make money?
Mainly advisory fees, cash management fees.
Is Betterment publicly traded?
No — Betterment is not listed as an independent public company; it is operated by Betterment Holdings.
How many visitors does Betterment get?
Third-party estimates place Betterment at roughly 8 million visits per month, mostly from United States, with 82% mobile traffic.
Is Betterment safe?
Betterment is an established finance & banking site founded in 2008 and ranked #472 in United States; use the official domain betterment.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsbetterment.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos