Jon Stein

About half the team are engineers or product managers.

Most of our team is involved in building the services.

So we've got on top of that the investing experts, the operations folks, designers, et cetera.

And that's most of Betterment.

We have probably the best customer acquisition model in the industry.

I think we are the envy of the big and small firms alike because most of our customers come to us from word of mouth.

It's always been our number one source of customers is referrals.

More than 50% of our customers, when we ask, how did you hear about us?

They say it was a friend.

And investing in our service, investing in the value that we're driving back to customers is the most important reason that we've grown as fast as we have and left the competition behind.

Can't disclose that.

We have so many different things that we do on the marketing side.

I mean, you've probably seen our TV ads.

You've probably seen cab tops.

You've seen that we sponsor podcasts.

You've seen that we do all kinds of things to get the word out.

And I think our goal today as a company

is to make noise because we have to open people's eyes to the fact that there is now a better way to manage money.

The old maxims of the past, the thing that you learned from your parents or your grandparents about how you should invest, doesn't work anymore.

It's not the best thing you can do.