{"id":18396,"date":"2026-09-09T12:09:45","date_gmt":"2026-09-09T19:09:45","guid":{"rendered":"https:\/\/www.wealthfront.com/blog\/?p=18396"},"modified":"2026-09-09T12:09:47","modified_gmt":"2026-09-09T19:09:47","slug":"100-billion-total-platform-assets","status":"publish","type":"post","link":"https:\/\/www.wealthfront.com/blog\/100-billion-total-platform-assets\/","title":{"rendered":"Building For The Long-Term Together: Our Path to $100 Billion"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">We recently surpassed an exciting milestone as we build toward becoming the leading financial platform helping digital natives grow wealth: Wealthfront now holds more than $100 billion in total platform assets.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This growth isn\u2019t just a win for our company, it reflects the shared success of the more than 1.5 million clients like you who trust us with your most important financial goals, from retirement savings to down payments to emergency funds, among many others.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ve been focused on intelligent automation since we launched our flagship Automated Investing Account in 2011\u2014long before it was a given that fully automated investing could succeed. Within a year, that product held $79.5 million. Today, our platform has grown into a suite of innovative products designed to help you save, spend, borrow, and invest for all of your goals. And digital has become the standard for how consumers manage their finances.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this post, I\u2019ll look back on how using technology to help improve our clients\u2019 financial outcomes has helped us grow from less than $100 million to more than $100 billion in total assets.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Growing Alongside Digital Natives<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We bet early on millennial and Gen Z investors and built Wealthfront specifically for you, even as legacy financial institutions and media narratives continued to underestimate digital natives (individuals born after 1980). We believed we could use software to change the financial industry and set young professionals up for long-term financial success.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Digital natives have undeniably faced real economic headwinds. Like me, many millennials graduated into the Great Financial Crisis, while Gen Z faced a different (but not dissimilar) period of uncertainty driven by the Covid-19 pandemic. Both age groups continue to navigate inflation, housing affordability, and a changing labor market. Despite these challenges, we\u2019ve watched our clients remain resilient and focused on smart saving and investing strategies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An analysis of clients who have&nbsp; been saving and investing with Wealthfront over the last five years (from January 1, 2021 to January 1, 2026) showed impressive growth across their accounts:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Millennial clients collectively have nearly tripled their wealth on our platform, with their average balance at Wealthfront growing from $40,000 to $116,000 during that five year period. Across that same cohort of clients, the number of millennial clients who have over $1 million on our platform increased by over 500%.<\/li>\n\n\n\n<li>Gen Z clients as a group have quintupled their wealth, with their average balance at Wealthfront increasing from $6,800 to $35,000 over the same time period.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Notably, these numbers only reflect assets held in Wealthfront accounts, and don\u2019t include assets in 401(k) plans, equity compensation, real estate holdings, or other external accounts. Today\u2019s mainstream narratives say young investors are distracted by speculative investments, but we see a different story unfolding.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, younger generations are saving and investing at roughly double the rate of earlier generations. This means you belong to one of the wealthiest generations in history at your current age, adjusted for inflation. And we believe you\u2019re just getting started.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"807\" height=\"530\" src=\"https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Bar-Chart-807x530.png\" alt=\"\" class=\"wp-image-18398\" srcset=\"https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Bar-Chart-807x530.png 807w, https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Bar-Chart-640x421.png 640w, https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Bar-Chart-767x504.png 767w, https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Bar-Chart-1536x1009.png 1536w, https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Bar-Chart-2048x1346.png 2048w\" sizes=\"auto, (max-width: 807px) 100vw, 807px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>Client-First Business Model<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Our clients are savvy and know that if something sounds too good to be true, it likely is. From the early days, we&#8217;ve known growing your wealth and earning your trust go hand in hand. We\u2019ve never promised outsized returns or \u201cget-rich-quick\u201d strategies. We set realistic expectations about what we can deliver, and work to meet and exceed your expectations over time. Unlike other financial institutions that profit from transactional activity, our revenue is tied to our clients\u2019 assets. This aligns our business incentives with your success\u2014we only grow when your wealth grows.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This client-first approach is woven directly into our product and investment philosophies. Everything we build is grounded in our long-term <a href=\"https:\/\/www.wealthfront.com\/blog\/investment-philosophy\/\">investing philosophy<\/a> and designed to be intuitive, low-cost, tax-efficient, and automated. Our focus on technology means we can offer sophisticated products at a lower cost, helping you earn more on your savings, borrow at lower rates, and keep more of your returns. As of June 30, 2026, our products have:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Saved clients an estimated $1.6 billion in advisory fees, compared to the 1% traditional advisors typically charge<\/li>\n\n\n\n<li>Saved clients an estimated $1.3 billion in taxes with our Automated Tax-Loss Harvesting software&nbsp;<\/li>\n\n\n\n<li>Earned clients more than $5.1 billion in interest on their cash in Cash Accounts through program banks<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This creates a powerful flywheel that compounds on itself. As our automated, long-term strategies help our clients&#8217; money grow, our business scales alongside you. We then reinvest that shared success back into the platform aimed at further improving your financial outcomes.<\/p>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video height=\"1350\" style=\"aspect-ratio: 1080 \/ 1350;\" width=\"1080\" autoplay controls loop muted src=\"https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/Path_100B_cust_v01.mp4\" playsinline><\/video><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Evolution to a Full Wealth Management Platform<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The launch of our first automated investing product in 2011 redefined the industry by making high-quality financial advice accessible through software. By 2023, twelve years after that launch, the assets held on our platform had grown to $50 billion by continuing to bring the same innovative, automated approach to direct indexing, fixed income, financial planning, borrowing, and cash management. Just three years later, our platform assets have doubled as a natural byproduct of us continuing to provide you with more ways to help grow your wealth in all macroeconomic environments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As your financial needs change, we\u2019ve evolved our platform to support you through new life stages. To improve access to homeownership, we launched <a href=\"https:\/\/www.wealthfront.com\/home-lending\">Wealthfront Home Lending<\/a>, a digital-first mortgage experience designed to reduce costs, remove unnecessary friction, and offer rates consistently below the national average. We also recently added <a href=\"https:\/\/www.wealthfront.com\/custodial\">Custodial Accounts<\/a> to our family wealth management offerings, giving parents a flexible, tax-efficient way to save for their children\u2019s futures.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"942\" height=\"530\" src=\"https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Platform-Image-942x530.png\" alt=\"\" class=\"wp-image-18400\" srcset=\"https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Platform-Image-942x530.png 942w, https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Platform-Image-640x360.png 640w, https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Platform-Image-768x432.png 768w, https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Platform-Image-1536x864.png 1536w, https:\/\/www.wealthfront.com/blog\/wp-content\/uploads\/2026\/09\/100B-Platform-Image-2048x1152.png 2048w\" sizes=\"auto, (max-width: 942px) 100vw, 942px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>The Next $100 Billion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The source of our success has always been simple: using technology to deliver more value to you. As we look ahead, that focus remains unchanged. We will continue building high-quality, innovative products that help you grow your wealth, achieve your goals, and feel more confident about your financial future.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Continuing to earn and keep your trust is our top priority. As we look ahead, we are excited to innovate with new technologies like AI to deliver more personalized, intelligent experiences that help you confidently navigate your financial journey. At the same time, we\u2019ll also continue improving the products you already rely on\u2014with updates to Home Lending and Stock Investing coming soon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To the more than 1.5 million clients building your futures with us: thank you for trusting us with your hard earned savings. We have a lot more to deliver to meet your growing needs, and we\u2019re just getting started.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We recently surpassed an exciting milestone as we build toward becoming the leading financial platform helping digital natives grow wealth: Wealthfront now holds more than $100 billion in total platform assets.\u00a0 This growth isn\u2019t just a win for our company, it reflects the shared success of the more than 1.5 million clients like you who [&hellip;]<\/p>\n","protected":false},"author":10003,"featured_media":18405,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1360],"tags":[],"coauthors":[2446],"class_list":["post-18396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wealthfront Reaches $100 Billion in Total Platform Assets<\/title>\n<meta name=\"description\" content=\"CEO David Fortunato reflects on Wealthfront reaching $100B in total platform assets, how Millennial &amp; Gen Z clients are building wealth, and what\u2019s next for the company.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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