Wealthfront's Selling Plan
We'll help sell your shares and diversify your
holdings. Simple. Tax-smart. Commission free.
Currently supporting shareholders of: Alphabet, Amazon, Apple, Arista Networks,
Box, Facebook, Pure Storage, Square, Twilio, Twitter, Yelp, Zillow.
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Why use Wealthfront to sell?
Our recommended selling strategy minimizes taxes and sells your shares gradually. Doing this on your own is expensive and time-consuming.

We prioritize selling shares with lower tax rates first and can even set aside cash to cover your taxes.

Completely automated

We sell some of your shares every day, respecting blackout windows. Pause, restart, or update your plan at any time.

No commissions

A traditional broker can charge up to $19.95 per trade. This could cost you up to $5,000 per year.* We do it for free.

Selling your stock is simple

Link your stock plan account

Connect the account that holds your shares to Wealthfront, and we automatically pull in the necessary information to build your plan.

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Get advice on how to sell

Not sure when to sell or how much? Wealthfront can help you make these decisions. With a few clicks, you'll have a plan that's tailored to your situation.


Hassle-free transfers

Moving your shares over to Wealthfront is easy. Set up your plan, and we'll handle the rest.

We'll estimate taxes and help you plan for them

Tax treatment of stock sales is complicated. It's often a challenge to forecast how much you'll owe come tax season.

As we sell shares, we automatically estimate your tax bill. We can even set aside cash to cover this upcoming expense.

Invest for the long term

We will reinvest your sales proceeds into a diversified portfolio tailored for you. Your account will benefit from tax-minimized automatic rebalancing.

Plus, our services like Tax-Loss Harvesting and Direct Indexing can help lower your taxes, further improving your after-tax returns.

Changing your Selling Plan is easy

We understand that situations change. At any time, you have the ability to:

  • Pause or resume your selling schedule
  • Adjust how quickly we sell your shares
  • Set aside cash for big purchases, such as a car or a home
  • Schedule one-time sales
Stay updated from anywhere

Download our mobile app to stay updated on the progress of your plan even when you're on the go. You can keep track of selling windows, share value, and recent sales.

Frequently Asked questions

How much does Selling Plan cost?

Zero. We help you create a selling plan for your concentrated stock, transfer your shares to Wealthfront, and execute the plan with no advisory or trading commission whatsoever. If you then choose to invest sales proceeds with Wealthfront, we charge our standard 0.25% annual advisory fee.

Why shouldn’t I just sell my stock on my own?

You could sell your stock yourself. However, if you wanted to sell as gradually as possible, you would have to sell every trading day that you are allowed to. This would be not only very time intensive, but could cost you thousands of dollars per year in trading commissions that Schwab, E*Trade, and Morgan Stanley charge you. Wealthfront’s Selling Plan executes your selling strategy completely commission-free.

Do I have to move all of my company stock to Wealthfront in order to use the Selling Plan?

No, you can transfer as much or as little stock as you like.

Can I use Selling Plan for my RSUs, options, and/or ESPP shares?

Wealthfront can handle all of your vested and exercised stock, be it Restricted Stock Units (RSUs), stock that you own as a result of having exercised options (ISOs or NSOs), stock you have purchased in an Employee Stock Purchase Program (ESPP), or stock that you have acquired in any other way, even if you are not an employee of the company.

You can’t transfer your unexercised options out of your equity compensation account at Schwab, E*Trade or Morgan Stanley to Wealthfront. Therefore Wealthfront can’t manage them with Selling Plan. To sell your stock with Selling Plan, you need to exercise your stock options first. (If your company allows you to early exercise, you need to have vested your options as well.)