When Wealthfront CEO Adam Nash took aim this week at Betterment, he evoked his former boss Steve Jobs, who was famous for his epic feuds with Michael Dell and Bill Gates.

Marketing experts say Nash's Silicon Valley, smash-mouth attitude has been successful in generating lots of industry buzz and has positioned Nash as a market leader challenging other firms to eliminate fees on small accounts. But it remains to be seen whether this brash strategy will generate more clients.

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