Do you want to make savvy and financially adept decisions with your money? Could your investments be doing much more for you, but you don't have the time or market expertise to manage them properly? That's why you should check out Wealthfront.

Wealthfront is an automated investment service brand. But what else can entrepreneurs learn from them and their success stories? In this blog post, we'll look in-depth into Wealthfront and how it became successful by utilizing cutting-edge technology combined with creative marketing strategies.

From there, we'll explore how entrepreneurs can apply these lessons when starting their businesses. So if you're ready to size up the competition but don't know where to start.

Plus, find out how to build your first million dollar brand… absolutely FREE.

Keep reading!

What is Wealthfront?

Wealthfront is a company that provides automated investment and financial planning services. It operates as a robo-advisor, providing individuals with an online platform to manage their investments and reach their financial goals. Wealthfront's primary focus is on passive, low-cost index fund investing.

The company utilizes algorithms and computer models to create personalized investment portfolios based on an individual's risk tolerance, time horizon, and financial objectives. Investors have various investment options, including stocks, bonds, and exchange-traded funds (ETFs).

Wealthfront also provides tax-efficient investment strategies and features like tax-loss harvesting to help minimize tax liabilities. In addition to investment management, Wealthfront offers financial planning tools and services.

These include retirement planning, college savings planning, and advice on diversification and asset allocation. Users can link their financial accounts to Wealthfront's platform to get a comprehensive view of their financial picture and receive personalized recommendations.

Wealthfront distinguishes itself by emphasizing low fees and accessibility. The company charges an annual advisory fee based on the assets under management, and a minimum deposit is needed to create an account.

Wealthfront's user-friendly interface and digital approach make it popular among individuals looking for a hands-off investment management solution.

Who founded Wealthfront?

Wealthfront was founded in 2008 by Andy Rachleff and Dan Carroll. Both of them were inspired by the idea of using technology to make investing more manageable and accessible. 

At that time, traditional financial advisors charged high fees for their services, making them inaccessible.

They sought to change that by providing low-cost, automated investment services that anyone could access. Rachleff and Carroll believed automated investing could help people become more financially secure. They wanted to empower individuals with the knowledge and tools to make intelligent financial decisions, regardless of their investment experience or budget.

The duo built a team of engineers, finance professionals, and designers to develop their platform. Within a few years, the company had grown to manage billions of dollars in assets and earned a spot on Forbes' list of the most promising robo-advisors.

What is Wealthfront's origin story? 

Dan Carroll, the chief strategy officer, and Andy Rachleff, the executive chairman, created Wealthfront in 2008 under the moniker KaChing. Because of their disappointments with the condition of investing in 2008, the co-founders agreed that software could bring much-needed innovation to the sector. 

Rachleff started giving lectures at the Stanford Graduate School of Business after leaving Benchmark Capital, the venture capital firm he co-founded. While there, he discovered that the services he intended to recommend had high minimums that rendered them unavailable, making it impossible for him to provide students with helpful investing advice.

During this time, he served on the University of Pennsylvania Board of Trustees, his alma mater. While serving on this board, he observed that even the strongest endowments and most wealthy investors required better management methods.

For Carroll, This Was Personal

After realizing that his parents were severely hurt by poor investment advice and hefty advisory fees during the 2008 financial crisis, Carroll, a former trader, began working at the firm. 

Rachleff contacted Carroll in 2008 after learning about his project, but Carroll rejected him due to his unfavorable views of venture capitalists. 

Despite being first turned down, Rachleff persisted and eventually found Carroll, which led to the realization that they both desired to democratize access to investment through automation. Rachleff and Carroll both worked for Wealthfront during that time. 

Rachleff held various roles, including CEO and President for several stretches (2008–2013, 2016–2021), executive chairman for others (2014–2016, 2021–current as of 2023), and chief strategy officer ever since the company's inception. Carroll held the position of chief strategy officer throughout their time there. 

David Fortunato served as Wealthfront's CTO for ten years (2009-2019) and its President for four years (current as of 2023). In 2021, Wealthfront moved Fortunato to CEO. Another internal hire, Julien Wetterwald, a Wealthfront software developer in the company's early years and a current employee for about 13 years, took over as the organization's CTO instead of Fortunato.

How Was Wealthfront funded?

Lead InvestorsAnnounced DateAmount RaisedTransaction NameNumber of Investors
UBSSep 2, 2022$69.7M
Convertible Note - Wealthfront
Tiger Global ManagementJan 4, 2018$75M
Series E - Wealthfront
Spark CapitalOct 27, 2014$64MSeries D - Wealthfront8
Index VenturesApr 2, 2014$35MSeries C - Wealthfront15
Greylock, Index VenturesMar 20, 2013$20MSeries B - Wealthfront15
DAG VenturesDec 15, 2009$7.5MSeries A - Wealthfront1
-Dec 16, 2008$3MAngel Round - Wealthfront7

So far, this famous online investment management company has secured a total funding amount of $274.2 million through 7 funding rounds. The company's funding history shows that it has attracted investments from some of the most renowned investors in the industry.

Funding History

Wealthfront's angel round of funding, announced on December 16, 2008, raised $3 million from 7 investors. The company's first institutional funding was a Series A round led by DAG Ventures, and raised $7.5 million.

In March 2013, Wealthfront raised $20 m in a Series B financing round from Greylock Partners and Index Ventures. This was followed by a $35 million SeriesC round led by Index Ventures in April 2014. By the time Wealthfront raised $64 million in a Series D round in October 2014, it had already gained significant traction through its automated investment management services.

Wealthfront's Series E funding in January 2018 raised $75 million and was led by Tiger Global Management, while its latest funding round was announced on September 2, 2022. In this round, the company raised $69.7 million in a convertible note led by UBS, bringing its total funding amount to over a quarter of a billion dollars.

Overall, Wealthfront's funding history highlights the importance of attracting leading investors in the industry to help fuel growth and scale. The company's ability to secure funding from prominent investors such as Greylock, Index Ventures, and Tiger Global Management shows investors' confidence in the company's vision and potential for success.

Wealthfront's multiple funding rounds also indicate a continuous focus on expansion and innovation in online investment management. With its various funding rounds, Wealthfront has enhanced its technology and expanded its services, making it a reputable player in the industry.

What Made Wealthfront Grow?

Wealthfront's success is primarily due to its user-friendly platform and efficient automated investment services. It was the initial company to provide a low-cost, digital solution to traditional wealth management. Wealthfront also invested heavily in marketing campaigns, which helped them increase and gain customers.

The company raised capital from notable venture capitalists, including Benchmark, Greylock Partners, Index Ventures, Social+Capital Partnership, and Dragoneer Investment Group. Wealthfront has raised over $274 million in funding from the abovementioned investors.

The company acquired Grove on August 22, 2019, to expand its product line and solidify its position as a leading fintech company. This move enabled Wealthfront to offer its customers a more profound, more intelligent investing experience, giving the firm access to Grove's robust technology platform.

Today, they serve thousands of clients worldwide and manage $35 billion in assets. Wealthfront is truly redefining the way people manage their finances.

What is Wealthfront's Valuation?

Wealthfront's current valuation is estimated at around $1.4 billion. This valuation was established after its last financing round, which raised $69.7 million from UBS. The company has seen steady growth since its inception in 2008 and continues to bring innovative solutions to the fintech space.

Wealthfront's success is attributed to its user-friendly platform, advanced technology, and sophisticated data science capabilities. In addition, the company has raised funds from prominent venture capitalists and acquired Grove Technologies, a digital wealth management software firm.

These strategic decisions have enabled Wealthfront to build a successful business model and increase its market share in the online investment space. The company's current estimated valuation is a testament to the success of its automated investment platform and its ability to provide comprehensive financial advice to clients all over the world.

Wealthfront's Pros And Cons


Wealthfront provides investors with comprehensive options for their financial needs. From automated investments to personalized advice and guidance, Wealthfront offers services that appeal to new and experienced investors alike.

The company's diversified investment portfolio includes up to 12 asset classes, making it easy for investors to spread their risk. Wealthfront also offers access to individual stocks, allowing clients to take advantage of the upside potential of certain companies.


Wealthfront's Risk Parity Fund has been shown to underperform in returns compared to similar funds. Additionally, the company does not offer fractional shares, meaning it cannot fully use the money invested.

Wealthfront's discounts are only given to customers with considerable balances, and its service fees are higher than those offered by some other robo-advisors. This can make Wealthfront a more expensive option for investors with smaller balances.

Finally, while the company has multiplied in recent years, they have yet to be around long enough to have established an extensive track record of success. Before making any decisions, investors must be fully informed of these dangers.

What Lessons Can Entrepreneurs Learn From the Wealthfront Brand Story?

The Wealthfront brand story is an excellent example for entrepreneurs to create a successful, innovative business from scratch. The company successfully leveraged the increasing demand for automated financial services and created an easy-to-use platform backed by strong marketing campaigns.

Wealthfront also illustrated the value of having a team with in-depth industry knowledge and technical proficiency. They applied their expertise to build a robust platform that appealed to investors worldwide.

Wealthfront's success illustrates the value of investing in marketing and customer acquisition strategies early on. This enabled them to grow their user base and build a strong brand quickly. You can apply these principles to any business to achieve success.


What services does Wealthfront offer?

Wealthfront offers a comprehensive suite of automated financial services and investing tools, including personalized planning advice, diversified portfolios, advanced tax optimization strategies, and more.

What type of investment portfolios does Wealthfront offer?

Wealthfront offers classic portfolios with a diversified portfolio of low-fee index funds. It also offers Socially Responsible portfolios and Direct Indexing ($100,000 minimum), including individual stocks.

What is the bare minimum to start a Wealthfront account?

To open an Automated Investing Account with Wealthfront, you must deposit a minimum of $500. This will give you access to a diversified portfolio of low-cost index funds enhanced with Wealthfront's Tax-Loss Harvesting service (for taxable accounts).

What type of guidance does Wealthfront offer?

Wealthfront offers clients personalized financial advice based on their goals and risk profile. Their team of experienced investment professionals can answer any questions about investing or managing your portfolio.

What type of fees does Wealthfront charge?

You'll pay a yearly advisory fee of 0.25% on all assets in your Automated Investing Account. This fee is taken out every month. Wealthfront won't charge you for opening an account, withdrawing funds, closing an account, trading/commissions or transferring accounts.

Does Wealthfront offer cryptocurrency investments?

The Wealthfront platform allows investors to gain long-term exposure to Bitcoin and Ethereum through the Grayscale Bitcoin Trust (GBTC) and the Grayscale Ethereum Trust (ETHE). These investments function similarly to their Exchange Traded Fund offerings, providing a safe investment vehicle for cryptocurrency market investors.


Wealthfront provides services tailored towards millennials and young professionals just starting with investing. Their platform offers a simplified, easy-to-use interface and helpful guidance to help these individuals maximize their investments.

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