Betterment is a startup helping the world thoughtfully consider how to use their money.

Founded as the first robo-advisor, the brand has a disruptive legacy.

Today, it’s causing trouble in three different markets.

(01) Retail investing,(02) 401(k) plans for businesses, and (03) custodial platforms for financial advisors.

I write for all of them, wearing many hats—but keeping the same unconforming spirit.