E Personal Capital Review + Marketing Genius

How Personal Capital Upended the Robo-Advisor Financial Industry With Their Freemium Model

The recipe is ingenious. Start with iconic founders, create a unique product, add on extra features and finish off with an amazing free giveaway. For investors seeking a sophisticated financial and investment management platform, for free, it’s tough to beat Personal Capital. Wealthy investors looking to minimize advisory fees and create a sophisticated “smart beta” investment portfolio, will appreciate the reasonable fees and access to human financial advisors.

How Personal Capital Broke the Automated Investment Advisory Mold

The founders of Personal Capital clearly state their goal; “build a better money management experience for consumers.” The how is to blend technology with non-biased financial advice. In a few short years, Personal Capital has garnered 1.1 million registered users, $270 billion in tracked accounts and 3.4 billion in direct assets under management.

The brainchild of Bill Harris, Personal Capital benefits from Harris’ financial and technology expertise. Bill Harris was the initial CEO of Intuit of Quicken fame, PayPal and then as an investor. With robust startup capital and a large employee base, Personal Capital is not your typical robo-advisor. The firm, uses a smart beta methodology in their investing, not the usual all-index ETFs of other digital investment platforms. Additionally, the company pairs users up with their own personal financial advisor.

Although not the cheapest robo-advisor, their fees are lower than those of most comparable human financial advisory firms.

What Do You Get with Personal Capital? The Freemium Model

Personal Capital took the freemium model and went to the moon with it. They offer anyone who signs up and links their financial accounts an amazing financial toolkit, rivaling the paid Quicken tools and in some cases surpassing it. Registered users gain access to the impressive dashboard along with an array of money management tools.

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Disclaimer:I use the free services and promote the firm as an affiliate. Yet, if I didn’t think the Personal Capital offering was of value, I wouldn’t recommend it.  I am a ...

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