Executives at both Betterment and Wealthfront say there’s room for established companies and pioneers. Adam Nash, chief executive officer of $3 billion Wealthfr

Executives at both Betterment and Wealthfront say there’s room for established companies and pioneers. Adam Nash, chief executive officer of $3 billion Wealthfront, which launched in 2011, says his company focuses on younger investors with different ideas about technology and investing while incumbents are battling for boomers’ assets. “Those older investors aren’t looking for the same things,” he says. “We want to be the Amazon, the Netflix in this category.” Nash says 90 percent of Wealthfront customers are younger than 50, and 60 percent are under 35. Marketing and UI/UX would be my guess. Just as Robinhood was aimed at a younger cohort (smartphone only, slick interface, social media hype through a waitlist, etc.) some of these Robo services will be tailored to the differing needs of a younger crowd...even if ultimately, the fees on these new services are a few tenths of a percent higher than the Vanguard/Charles Schwab funds. They'll also probably play up the anti-big bank, overthrow the established financial order, "we are new fintech" factor to build hype around their funds and services.