“At Betterment we’re dedicated to offering a personalized experience for all of our customers,” Alex Benke, Betterment's vice president of financial advice and investing, said in a statement. “This means offering portfolio options that help customers align our advice to their personal values.” It's not perfect yet. Betterment couldn't swap out everything in its major portfolio for an investment with a social good element, but the company said improvements are coming. Now Betterment's 280,000 customers—and their $9.6 billion in assets—can use their investments to make an impact.

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