WealthFront: Asset Manager Targets Valley's Nouveau Riche.

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  • Additional Information
    • Subject Terms:
      PALO Alto (Calif.); CALIFORNIA
    • Subject Terms:
      WEALTHFRONT Inc. ; STANFORD University
    • Abstract:
      The article profiles Palo Alto, California-based financial startup WealthFront. Started in 2008, the company originally aimed to democratize access to sophisticated financial advice. It now acts as a web-enabled financial manager for the newly affluent with a low-cost approach that invests solely utilizing publicly exchange traded funds. Andy Rachleff, an entrepreneurship professor at Stanford University, heads the start-up.