Betterment has ~$30bn AUM. Neither that nor Wealthfront's $27bn AUM are considered a lot in that industry. My brother-in-law works at a midwestern wealth advisor most have ever heard of that manages $10bn. There are a lot of small firms the $1-$10bn range.

And those advisors typically take 1+%/yr. At 0.25%, Wealthfront would have had to have $40bn AUM to have equivalent revenue, not to mention WF took $200M in VC money to build it.