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Thing is, all of these are simple enough that anyone with a tiny bit of financial knowledge or Googling can do it for themselves. Sure a lot of people don't bother, but when your investment size starts going up the 0.25%-1% commission is a LOT of money.

Study after study has shown that investing in a broad market fund plus occasional (once a quarter) rebalancing is going to beat managed investing on average. So where do these products fit in really?

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The folks using WealthFront don't have enough money invested that 1% is a lot of money, and they generally very much suffer from lack of time or knowledge on how to invest properly (or willingness/ability to sit down, learn, and DIY properly either).

Well, actually a lot of these strategies are really hard to implement on your own. For example, in direct indexing you are buying hundreds of stocks in an attempt to replicate an indexing. You are also constantly rebalancing and tax-loss harvesting.

You could definitely just buy an index fund, but it's not exactly comparable.

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