Betterment Launches AI-Enabled Account Recommender

Betterment, a wealth and savings platform managing over $65 billion in assets for more than one million customers, has launched an AI-enabled Account Recommender tool. The rollout marks a key step in the company's broader AI strategy, supported by a dedicated internal team and infrastructure designed for responsible and scalable AI deployment across its three business lines: retail investing, workplace 401(k) plans, and independent RIA custody.

The new tool leverages advisor-built logic alongside AI-generated explanations to provide personalized recommendations based on each customer's financial profile and existing accounts. In a recent Betterment survey, 73% of customers expressed interest in AI-powered financial guidance and insights within their accounts. The company says the Account Recommender is designed to help customers take more confident action by offering more contextual and personalized guidance.

"Betterment's founding principle was that technology could expand access to wealth-building tools and financial advice, and AI is the most powerful expression of that thesis yet," said Sarah Levy, CEO of Betterment. "Incorporating AI into our platform strengthens our ability to deliver sophisticated personalization at scale to retail customers and unlocks new value for them."

The company's next planned AI releases will focus on improving efficiency for plan sponsors and advisors who rely on Betterment to streamline workflows. The platform's AI product development framework includes structured prompt governance, guardrails, and secure data orchestration to support responsible deployment while maintaining its fiduciary standard.

Throughout 2026, Betterment plans to further integrate AI into its platform and operating model. Beyond customer-facing innovations, the company is using AI to enhance customer service, accelerate product delivery, and act as a productivity engine for all departments. Betterment offers automated and self-directed investing, personalized financial advice, and high-yield cash management accounts across its three audience-specific solutions: Betterment for retail investors, Betterment at Work for businesses, and Betterment Advisor Solutions for independent RIAs.