[threefour]

Exactly: automated investing is crowded, but our holistic analysis is different.

Besides LearnVest, there's PolicyGenius (https://www.policygenius.com) who does a good job evaluating your need for individual insurance products and then selling them. They don't do financial planning.

Investment managers such as Personal Capital and Vanguard offer access to advisors if you meet a minimum of assets under management, but the advice is mostly about investing.

SmartAsset and Nerdwallet are focused on content and calculators but have enough funding to move into planning in the future.

Any of the following companies could move into our space, although they all have channel conflicts: Robo investors (e.g. Betterment), Insurance (e.g. Prudential), Banks (e.g. Wells Fargo), Financial planners (e.g. Ameriprise), Investment managers (e.g. Vanguard), Advisor-facing software (e.g. eMoneyAdvisor)