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Wealthfront, one of the world’s largest robo-advisors, filed for an IPO this week after an initial, confidential submission to the Securities and Exchange Commission over the summer. The Palo Alto-based firm, with about $90 billion in assets, plans to list on Nasdaq under the ticker “WLTH.” Few pure robo-advisors go public, with Australia’s Raiz being a rare example. While Betterment and Acorns have grown, and large firms like Vanguard and Fidelity built successful platforms, other firms like JPMorgan, Goldman Sachs and UBS shuttered theirs due to thin margins, scaling issues and high client-acquisition costs.

UBS even attempted to buy Wealthfront in 2022, but the deal collapsed, perhaps clearing the way for today’s IPO ambitions.

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Advisor Upside is edited by Sean Allocca. You can find him on LinkedIn.

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