Wealthfront began as one of the first roboadvisors, replacing traditional financial advisors for a fraction of the cost. But with the addition of a high APY Cash account, Bond investing and more, Wealthfront needed to re-establish a clear brand promise behind everything it offered. And that, simply, was removing the kludgy inefficiencies and assumed compromises people thought were the necessary evils of financial management and building a world where finance just works, sometimes almost too well.