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FutureAdvisor responds to Schwab's market entry with a truly free offer and big backing from Fidelity and TD Ameritrade

The San Francisco-based RIA is automating parents' investments into 529s, Coverdell ESAs, UTMAs or UGMA for tax-free savings, no paperwork

Tuesday, May 5, 2015 – 5:07 PM by Brooke Southall
no description available
Call-center associates and engineers sit side by side at Future Advisor's gritty San Francisco digs.

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Oisín's snippets: Charles Schwab brand goes up on Omaha's TD Ameritrade stadium, home of college baseball world series • Interactive Brokers lands an RIA custody insider, Charlie Latimer, to climb the custodian ladder

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Mentioned in this article:

TD Ameritrade
Asset Custodian
Top Executive: Tom Nally

Portfolio Management System
Top Executive: Andy Rachleff



May 7, 2015 — 6:50 PM

What are you people smoking, Future Advisor takes on Schwab, probably the best marketing company the industry has ever seen and they are just getting started, not to mention Vanguard who just went down market to $50k and had $17B prior in just two years in a pilot program. When all these companies go the way of Learnvest, if they are lucky, what are you going to have to write about.

brooke southall

brooke southall

May 7, 2015 — 9:20 PM


Your comment is received with gratitude. If we’re not smoking, we are at least drinking the Kool-Aid. I stand by my comments but with the humble understanding that you may be spot on. [Though there is always plenty to write about!]

Still, realize that Vanguard is not a robo-advisor. It is virtually a pure human advisor business, though we, too, lump it in at times in robo-discussions and it competes on price with robos. Learnvest is also heavy on humans.

Schwab is blowing people away in terms of gross asset numbers but arguably its marketing has been to little effect. Virtually all of those assets were won from itself. That could change.


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