Wealthfront has stalled out around $21 billion in assets under management (AUM) as it faces stiff competition from well-funded incumbents, and it still loses a lot of money. It charges only 0.25% of every dollar it manages for accounts with over $5,000.

Vertical neobanks are an emerging flavor of embedded finance, that happen to be on the issuing side rather than the acquiring side. They offer a product with core financial benefits, that differentiate them from the majors (Chase, Wells, BofA, Citi).