Operations and growth
In December 2012, the firm started tax loss harvesting for accounts of more than $100,000.
Assets under management increased from $97 million at the beginning of 2013 to approximately $530 million by the end of the fiscal year. In 2013, Wealthfront introduced "direct indexing", a tax-loss harvesting platform that purchases the individual securities of an investment portfolio.
In January 2018, Wealthfront launched homeownership planning tool for Path.
On September 9, 2026, Wealthfront announced they had over $100 billion in total platform assets across 1.5 million customers. They attributed the milestone to their client-first business model, user friendly functionality, and focus on long term growth.
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Services
Cash account
In February 2019, the firm introduced the Wealthfront Cash Account, which provides banking as a service (BaaS). A Cash Account deposits client funds in a network of partner banks including Citibank, HSBC, and UMB. In 2020, the account was expanded to allow for direct deposit, bill pay, and ATM access through Green Dot Bank. In June 2026, Wealthfront announced UMB Bank would be providing these features for all users by October 2026.
Weathfront offers individual, joint, and trust cash accounts. These accounts operate as a cash management account, offering high yield interest rates with transaction handling similar to that of a checking account. Wealthfront offers ATM reimbursements, direct deposit, bill pay, and an optional debit card as part of their cash account offering.
On September 18, 2026, Wealthfront announced they were raising interest rates on their cash accounts to 3.55% APY, with various promotional boosts, in response to the Federal Reserve voting unanimously to raise rates 25 basis points on September 16.
