Betterment, the leading independent robo advice platform, is adding a human touch to its offerings, and by doing so, acknowledging it is directly competing against the biggest wealth management firms.

"When we launched in 2010, we said that if we were successful that all of the incumbents would look to replicate our platform," says Betterment CEO Jon Stein. "We've long considered Schwab and Fidelity to be our primary competition and have anticipated over time that we would inevitably become even more competitive with them."

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