Having developed robo platforms for retail clients and advisors, Betterment is expanding further into the asset management industry with a 401(k) offering for businesses. As can be expected from its CEO Jon Stein, the scope is grand as the digital-first firm sees a $4.6 trillion market ripe for disruption.

"We see this as one of our key lines of business, alongside our direct-to-consumer and Betterment Institutional. We will someday manage hundreds of billions, and ultimately trillions of dollars for Americans," Stein boasts.

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