Case Study: Betterment achieves higher lifetime value and faster account funding with Plaid

With Plaid, Betterment grows the lifetime value of users, enabling 91% to maintain a higher median account balance

Betterment, the largest independent online financial advisor, needed to seamlessly onboard more users and drive engagement through a more personalized user experience. To solve this, Betterment partnered with Plaid, leveraging Plaid Link and Plaid products like Auth, Balance, Identity, and Transactions to access richer financial data and speed account connections.

Plaid’s integration enabled instant account connections (in under 7 seconds), reliable verification, and faster ACH flows, helping Betterment create stickier, more personalized experiences. As a result, users who link with Plaid fund accounts at a 58% higher rate, fund 1.8 days faster, are 35% more likely to fund an IRA, set 36% more goals, and 91% maintain a higher median balance—demonstrating Plaid’s measurable impact on engagement and lifetime value.

Betterment

Ashley Curran

Director of Product