Automated investment management for individuals.
Wealthfront's platform takes the hassle and stress out of investing, financial planning, borrowing, and saving with automated services and financial advice. Its robo-advisor allows customers to set a financial limit on their accounts, anything above the limit is moved into an investment account or another account chosen by the customer. Indeed, it has some similarities to round-up apps like Acorn, which round up purchases and put the spare change into savings. There are other companies working on robo-advisors too, such as Morgan Stanley and Betterment. Nonetheless, with an impressive and steadily increasing list of clients, and more than $50B of assets under its management, Wealthfront achieved Unicorn status in September 2022. Now it is diversifying its offerings, branching into high-interest checking accounts and investment advice and reportedly seeking a valuation of up to $2.05B in its upcoming IPO, a move that puts the company in a strong position for even more growth.