The only thing any investor can control with any certainty is fees and taxes, so you might as well focus your effort on minimizing these. For the most part, Vanguard funds are the best at this that I know of.
Vanguard definitely led the way, but Fidelity (maybe others) has low fee funds similar to Vanguard. Last time I checked, Fidelity looked like they priced their funds by doing Vanguard price minus .01 point.
I use FIPFX in an IRA, though I had previously used the managed one before realizing it… so perhaps there's some deviousness to them being harder to find, but I ultimately don't think you can go wrong with either Fidelity or Vanguard. My 401k was w/ Fido so I stayed there, and the mobile apps and website are generally nice than what I've seen of VG but again, they are both good options if VG probably being slightly better fund wise (though not without some worse aspects either, like customer support or physical locations)
As for WF/Betterments etc, I've thought about it, but I think that I will just keep my toes in Fidelity's waters rather than spread all my financial information around. It's probably unfounded, but I'd rather stick with something more proven with my savings… as in something already financially stable and managing orders of magnitude more money than the upstarts, not that I don't root on their attempts to innovate.
Not all funds obviously. I also use a boggle head portfolio so the target date funds are not much interest. For example, the total stock market index from Fidelity and Vanguard.
Also a great choice if in an account that allows ETF purchases. The point was VG forced much of the industry to at least try to offer lower cost index funds, and others have reluctantly followed.