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Head-to-head · Robo-Advisor Apps

Wealthfront vs Merrill Guided Investing

  • Updated Sep 2026
  • Both researched from official sources
  • 6 checks side by side
Higher score Wealthfront #1 in Robo-Advisor Apps 9.4/10 Paid ✓ 4 of 4 features Visit Wealthfront
Merrill Guided Investing #8 in Robo-Advisor Apps 6.7/10 Paid ✓ 3 of 4 features Visit Merrill

Wealthfront leads on 1 check, Merrill Guided Investing on 1, and 4 are even. Who comes out ahead on the 6 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreWealthfront · 9.4/10
  • Most featuresWealthfront · 4 of 4

Wealthfront scores higher on our rubric for robo-advisor apps: 9.4 against 6.7 out of 10; our editors rank them #1 and #8.

Merrill Guided Investing leads on minimum investment: 1000 $ versus 500 $. On human advisor access, Merrill Guided Investing gives you Optional where Wealthfront offers None. Wealthfront offers socially responsible option; Merrill Guided Investing doesn't publish it. On portfolio customization, Wealthfront gives you High where Merrill Guided Investing offers Limited.

Wealthfront is the better fit for investors seeking customization and tax management. Merrill Guided Investing is the better fit for investors wanting optional advisor help and tax tools.

  • Wealthfront fits best

    Investors seeking customization and tax management

  • 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 Wealthfront 9.4/10 Visit ↗ Merrill Guided Investing 6.7/10 Visit ↗
At a glance
Editor score 9.4 6.7
Ranking #1 in Robo-Advisor Apps #8 in Robo-Advisor Apps
Best for Investors seeking customization and tax management Investors wanting optional advisor help and tax tools
Pricing model Paid Paid
Starting price Not published Not published
Free plan — —
Free trial — —
Deployment Cloud, Mobile Cloud, Mobile
Platforms Web, iOS, Android Web, iOS, Android
Built for Solo, Small business Solo, Small business, Mid-market
Features Wealthfront 4/4 · Merrill Guided Investing 3/4
Tax-loss harvesting ✓ ✓
Goal-based portfolios ✓ ✓
Retirement accounts ✓ ✓
Socially responsible option ✓ (best) Not published
Specs
Minimum investment 500 $ 1000 $ (best)
Human advisor access None Optional
Portfolio customization High Limited
Our review
Pros
  • Automatically invests deposits and rebalances portfolios
  • Offers tax-loss harvesting for eligible taxable accounts
  • Supports portfolio customization, IRAs, and socially responsible investing
  • 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
  • Requires a $500 minimum investment
  • Charges a 0.25% annual advisory fee on invested assets
  • Does not offer access to financial advisors
  • 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

Wealthfront is an online investment platform that builds and manages diversified portfolios based on an investor’s risk profile. Its Automated Investing Account is designed for people who want software to handle investing and rebalancing…

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. WealthfrontRobo-Advisor Apps 9.4Paid
  2. Merrill Guided InvestingRobo-Advisor Apps 6.7Paid

Strengths and trade-offs

  • Wealthfront — where it wins

    • Automatically invests deposits and rebalances portfolios
    • Offers tax-loss harvesting for eligible taxable accounts
    • Supports portfolio customization, IRAs, and socially responsible investing

    Where it doesn't

    • Requires a $500 minimum investment
    • Charges a 0.25% annual advisory fee on invested assets
    • Does not offer access to financial advisors

  • 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