We're Not There Yet, and We Want to Be a Part of the Solution

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Yets a very different way of looking socially responsible investment, which was always about not putting your money in something that makes you uneasy. And then what we've been able to do is actually talk to our customers, right sending out surveys and saying to them, "Tell me what you care about" That creates an engaged user, a sticky user. It's attracted, actually, a different kind of user. We're seeing more diversity come to the platform. So it's been a really great journey, but we're not there yet, and we want to be part of the solution.

It may appear off-brand for Betterment, a digital investment adviser, to acquire a cryptocurrency investing platform. But CEO Sarah Levy explains that Betterment, positioned around its long-term diversification philosophy, has approached this volatile space with their tried-and-true principles top of mind. “Once we believe that an asset class is here to stay,” she says, “the question is: how do we responsibly incorporate that alongside a traditional investment strategy?” Levy, who became CEO in the midst of the pandemic, offers an intriguing perspective on how new, fast-moving digital finance platforms are shifting the norms of the industry. “We are not saddled with legacy businesses here that prevent us from chasing new dreams.”

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