Lex chats with Sarah Levy, CEO of Betterment - the largest independent digital investment advisor. Levy kicks off the conversation by discussing her career journey from working in the media industry to leading a fintech company. Levy explains that she was attracted to Betterment's mission of making people's lives better and saw the potential for growth and scale in the company. She also highlights the importance of brand building and understanding the customer in creating a successful business. Levy discusses Betterment's core products, including its retail robo-advisory service and its 401(k) offering for small and medium-sized businesses. She explains that Betterment aims to be a holistic investing home for its customers, focusing on expanding access and offering more account types and asset classes. Levy also discusses the potential for Betterment to offer self-directed investing options in the future. MENTIONED IN THE CONVERSATION Betterment's Website: https://bit.ly/3Uq5gPK Sarah's LinkedIn: https://bit.ly/4d5aGqJ Topics: Fintech, embedded finance, banking, investment, RIA, Tax, roboadvisor, advisory, branding, 401k Companies: Betterment, Nickelodeon, Disney, Viacom, Schwab, Fidelity ABOUT THE FINTECH BLUEPRINT 🔥Subscribe to the Fintech Blueprint newsletter to stay at the forefront of Fintech and DeFi: https://bit.ly/3hyhlC2 🤝 Partner with Fintech Blueprint through sponsorships: https://bit.ly/3UZllsV 👉 Twitter: https://twitter.com/LexSokolin TIMESTAMPS 1’10: From Nickelodeon to Betterment: Tracing Sarah Levy's Journey Through Media and FinTech 7’22: Brand Personification and Audience Engagement: Exploring Digital Transformation with a lens on the consumer 13’33: Mission and Brand Resonance: Transitioning Leadership at Betterment 16’50: Initial Impressions and Strategic Directions: Enhancing Betterment's Brand and Services 21’41: Refining FinTech: How Betterment Evolved to Meet the Needs of Modern Investors 24’58: Building Betterment's 401k Business: Strategic Growth and Market Opportunities 34’45: Revamping RIA Economics: Betterment's Innovative Approach to Advisor Services 39’41: Beyond the Super App: Betterment's Strategic Approach to FinTech Diversification 44’12: Focused Growth: Betterment's Strategic Decision to Prioritize Long-Term Investing Over Self-Directed Trading 47’09: The channels used to connect with Sarah & learn more about Betterment