There was no full-page ad in The Wall Street Journal when Wealthfront CEO Adam Nash announced that the company was reducing opening account minimums. Instead he turned to Medium, the blog-publishing platform, to make the announcement and openly lance into the competition for good measure.

It wasn't the first time Nash used Medium as his platform to dig at competitors. But this time around, other digital wealth management executives parried his critiques on the site also, including Betterment's Jon Stein and Bill Harris of Personal Capital.

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