Robo advisor Betterment for Business has officially launched with a group of 50 employer-clients, after spending the last quarter of 2015 building its automated investment advisory service for employers.

Demand for the new 401(k) platform, which places plan participants in a globally diversified portfolio of index-tracking ETFs and offers them personalized investment advice, has been “pretty overwhelming,” says Cynthia Loh, head of Betterment for Business.

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