Name: Betterment is Dipping Their Toes into Crypto
Uploaded: 2025-08-15T15:06:00Z
Duration: 1 min 53 s
Description: Betterment CEO Sarah Levy explains how they are incorporating digital currency into their business strategy.

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Betterment CEO Sarah Levy explains how they are incorporating digital currency into their business strategy.

https://m.wsj.net/video/20250815/857ebb79-028b-482a-84d2-18a9c5c2d5bc/1/hls/manifest-hd-wifi.m3u8

Betterment is Dipping Their Toes into Crypto

You mentioned crypto and I wanted to ask you a little bit more about that. Why haven't you gone in more whole hog here?

Well, we did in 2022 buy a small crypto company and their pitch was, we're the betterment of crypto. And which, you know, is good if you want betterment to buy your company, but is is also a good pitch, honestly, which was we're diversified. We are a diversified approach to playing in the asset class, right? So their perspective, at which we agreed with and got excited about, was basically, I don't know which of these crypto assets is gonna be the one, but I would like to include in a diversified portfolio some crypto allocation, right? And I'd like to do it in a diversified way. So we bought the company, we integrated it, we launched four diversified crypto portfolios. And what we found was that our customers who are pretty conservative by nature, I think, and pretty like set it and forget it, they wanted Bitcoin and Ethereum, they wanted the household names. And that's where, so we actually, when ETFs came on the scene, we actually migrated from holding crypto to basically delivering on access to crypto via ETFs for our customers. And that also allowed us to lower the costs for customers and the recommendation we make to those customers, it continues to be, don't put more than 5% of your assets in this in crypto, but if you want some exposure, we're gonna offer it to you and it's your choice.

And it's through ETFs basically right? And that seems to be going...

Great.

Okay.

Yeah, great.

Right?

For those who want it. It's funny, it's controversial, right? You have the customers who say, thank you so much for including this and this is what I wanted. And you have customers who say, I can't believe it. You know, Betterment's totally lost their way. How could you possibly offer me crypto? And my point is, I'm a platform that needs to appeal to a lot of interests and no one's forcing you to do anything, right? You have degrees of freedom and I wanna provide that flexibility.

Betterment is Dipping Their Toes into Crypto

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