- Investment startup Wealthfront is adding a new feature to its Path platform to help users plan to buy a home.
- The company is betting big on Path to increase its assets under management.
Wealthfront, the California investing startup with $10.5 billion under management, announced Monday a new feature to help users with the home-buying process.
The home planning feature is the latest addition to Wealthfront's Path platform, which gives users a sense of their broader financial picture to help plan for major financial events.
Across the investment startup space, companies are rolling out new features and products to stand out in a marketplace that's crowded.
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"There has been a rapid increase in competition in the digital advice industry and it shows no signs of stopping," an industry report by BackendBenchmarking noted. "Independent robo advisors need to quickly acquire market share and innovate or they risk being overshadowed by larger, more established financial institutions."