"You start as a digital brand going into a legacy category where Fidelity has online presence and brick-and-mortar offices and they're running ads in a huge media spend."
"While we have a really sticky customer base, we don't have a lot of awareness or familiarity. When we go to talk about our 401K, the chief people officer has to go to the company and say, 'Hey, we're going with this Betterment.' And people are like, 'What's that? Who's running my retirement plan?'"
"Our focus on long-term investing and planning does help us stand out in the fintech sector, but we need to bridge that gap in customer awareness effectively."
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