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Head-to-head · Robo-Advisor Apps

Betterment vs Merrill Guided Investing

  • Updated Sep 2026
  • Both researched from official sources
  • 4 checks side by side
Higher score Betterment #6 in Robo-Advisor Apps 7.1/10 Free plan · paid from $5/mo Free plan✓ 0 of 4 features Visit Betterment
Merrill Guided Investing #8 in Robo-Advisor Apps 6.7/10 Paid ✓ 3 of 4 features Visit Merrill

Betterment leads on 1 check, Merrill Guided Investing on 3, and 0 are even. Who comes out ahead on the 4 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreBetterment · 7.1/10
  • Free planonly Betterment
  • Most featuresMerrill Guided Investing · 3 of 4

Betterment scores higher on our rubric for robo-advisor apps: 7.1 against 6.7 out of 10; our editors rank them #6 and #8.

Betterment offers free plan; Merrill Guided Investing doesn't. Merrill Guided Investing offers tax-loss harvesting; Betterment doesn't publish it. Merrill Guided Investing offers goal-based portfolios; Betterment doesn't publish it. Merrill Guided Investing offers retirement accounts; Betterment doesn't publish it.

Betterment is the better fit for investors pairing goal-based investing with cash savings. Merrill Guided Investing is the better fit for investors wanting optional advisor help and tax tools.

  • Betterment fits best

    Investors pairing goal-based investing with cash savings

  • Merrill Guided Investing fits best

    Investors wanting optional advisor help and tax tools

Advertiser disclosure: iTechGuides is reader-supported. We may earn a commission when you click some links. How we rank.

Side by side

Feature Betterment 7.1/10 Visit ↗ Merrill Guided Investing 6.7/10 Visit ↗
At a glance
Editor score 7.1 6.7
Ranking #6 in Robo-Advisor Apps #8 in Robo-Advisor Apps
Best for Investors pairing goal-based investing with cash savings Investors wanting optional advisor help and tax tools
Pricing model Free plan + paid Paid
Starting price Not published Not published
Free plan ✓ (best) —
Free trial — —
Deployment Cloud, Mobile Cloud, Mobile
Platforms Web, iOS, Android Web, iOS, Android
Built for Solo, Small business, Mid-market, Enterprise Solo, Small business, Mid-market
Features Betterment 0/4 · Merrill Guided Investing 3/4
Tax-loss harvesting Not published ✓ (best)
Goal-based portfolios Not published ✓ (best)
Retirement accounts Not published ✓ (best)
Socially responsible option Not published Not published
Specs
Minimum investment Not published 1000 $
Human advisor access Not published Optional
Portfolio customization Not published Limited
Our review
Pros
  • Automates portfolio management, trading, and rebalancing
  • Supports tax management, retirement planning, and recurring deposits
  • Cash Reserve has no monthly management fees and no withdrawal limits
  • Portfolio recommendations reflect goals, time horizon and risk tolerance
  • Potential loss harvesting and ongoing portfolio rebalancing
  • Optional advisor guidance and traditional, Roth, SEP and SIMPLE IRAs
Cons
  • Digital costs $5 per month unless deposit or balance conditions apply
  • Premium adds financial experts, but the plan price is not specified
  • Cash Reserve requires a Betterment Securities brokerage account
  • Annual fee starts at 0.45%, with a $1,000 minimum investment
  • Portfolio customization is limited
  • No free plan; the fee-waiver offer is a promotion, not a free tier
Our verdict

Betterment is an online financial platform for individuals who want automated investing, cash management, and retirement planning. It builds goal-based portfolios and manages trading and rebalancing, while linked external account…

Read the review →

Merrill Guided Investing is an investment advisory program for people who want professionals to manage a portfolio rather than choose investments themselves. It builds recommendations around goals, time horizon and risk tolerance, then…

Read the review →
  1. BettermentRobo-Advisor Apps 7.1Free plan · paid from $5/mo
  2. Merrill Guided InvestingRobo-Advisor Apps 6.7Paid

Strengths and trade-offs

  • Betterment — where it wins

    • Automates portfolio management, trading, and rebalancing
    • Supports tax management, retirement planning, and recurring deposits
    • Cash Reserve has no monthly management fees and no withdrawal limits

    Where it doesn't

    • Digital costs $5 per month unless deposit or balance conditions apply
    • Premium adds financial experts, but the plan price is not specified
    • Cash Reserve requires a Betterment Securities brokerage account

  • Merrill Guided Investing — where it wins

    • Portfolio recommendations reflect goals, time horizon and risk tolerance
    • Potential loss harvesting and ongoing portfolio rebalancing
    • Optional advisor guidance and traditional, Roth, SEP and SIMPLE IRAs

    Where it doesn't

    • Annual fee starts at 0.45%, with a $1,000 minimum investment
    • Portfolio customization is limited
    • No free plan; the fee-waiver offer is a promotion, not a free tier

More comparisons

All Robo-Advisor apps comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026

Last updated · How we research and update