How can Betterment, a new online investment tool, provide additional value to its customers and continue to grow the company's worth?
Eric J. Johnson, Stephen P. Zeldes  | Winter 2017
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Recent Columbia Business School graduate Jonathan Stein launched Betterment, a self-dubbed "disruptive" financial services product targeting the casual investor, while still in business school. In this case, students consider the business model, the site's functionality, and the pricing to determine how well the product serves its target audience and how well it is poised for continued growth.

Case ID: 120301

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