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智能资产管理平台Betterment获7000万美元E轮融资

在线财富管理创企Betterment虽然上线了机器小助手,但对于客户最迫切的问题,他们正在越来越多地提供人工服务。

这家公司最近完成了新一笔7000万美元E轮融资,瑞典投资公司Kinnevik AB领投。Betterment准备上线全新的消息功能,用户可以通过这个功能提出问题,然后得到其理财顾问团队的回答。

Betterment之所以推出全新的消息产品,是为了给更多用户提供个性化的理财建议,也就是说,人人都可以拥有私人理财师。用户可以通过Betterment应用发送安全短信,寻求理财建议,Betterment的专家在一个工作日内就会给出回复。

该公司在宣传时表示,消息功能能帮助28万多名用户根据自身的目标和需求,做更明智的理财决定。由于用户的问题常常涉及一个人的人生变化,包括换工作、结婚、生孩子等等,相应的理财策略也就不可能是一成不变的。

Betterment之前就已经提供人工理财指导,但面向的是其最富有的一部分客户。该公司的基础产品——覆盖投资组合自动管理和省税投资——年手续费为0.25%,高级用户可以多花些钱(0.4%),享受专业理财顾问的无限通话服务。

Betterment正面临来自传统财富管理公司的竞争,后者纷纷推出了自己的混合咨询模式。比方说Vanguard和Charles Schwab也都有机器小助手和混合工具,为的是吸引更多用户。在线借贷公司Lender不久前也进入财富管理领域,上线了一款混了产品。

Online wealth management startup Betterment might have launched as a robo-advisor, but increasingly the company is turning to humans to answer its customers’ most pressing questions.

On the heels of announcing a fresh $70 million in funding led by Swedish investment firm Kinnevik AB, Betterment is launching a new messaging feature that will allow users to ask questions and get answers from its team of financial advisors.

The company is pitching this as a way to help its more than 280,000 customers make better financial decisions, based on their individual goals or needs. Since the questions CFPs answer normally come about due to changes in a person’s life, whether it be a change in career, marriage, or the birth of a child, there’s no one-size-fits-all answer to what they should be doing with their money.

Betterment had already begun offering financial advice from humans, through a so-called hybrid model of wealth management for its most well-off clients. While its base digital offered automated portfolio management and tax-efficient investing for an annual fee of 0.25 percent, premium users could pay a little more (0.40 percent) to make unlimited calls to its licensed financial experts.

At the same time, it’s facing increasing pressure from more traditional wealth management companies that are rolling out hybrid models of their own. Companies like Vanguard and Charles Schwab are introducing robo-advisor or hybrid tools for clients, mostly as a way to reach a greater number of customers. Online lender SoFi also recently entered the wealth management space with a hybrid product.

By opening this messaging option up to all users, Betterment is hoping to provide a little bit more value than the competition as a way to lock in existing customers and entice new ones to sign up.


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