A startup called Betterment is seeking to provide low-cost, user-friendly financial management services for its customers through the use of an algorithm. The company, which has grown to include 36 employees, allows customers to set their own financial goals and modify settings to reflect their risk tolerance and desired time frame. "We don't focus on bells and whistles," said CEO Jon Stein. "We're not trying to help you get a better return than the [stock] market."
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